Rachel’s will be back on TV screens from January 23 as it today announces a 12-month sponsorship of the Good Food channel.
The sponsorship will be supported by dedicated in-store, digital, PR and social media activity, following a significant £1million investment.
The sponsorship will see 14 unique idents featuring Rachel’s bestselling yogurts appear before food TV shows including content from across BBC and Channel 4, such as Great British Bake Off and Lorraine Pascale: How to be a better cook, as well as Good Food’s oawn commissioned content.
Depicting various characters enjoying Rachel’s yogurts in moments where they should be focusing their attention elsewhere, such as taking the kids to swimming lessons or carrying out household chores; the idents highlight that Rachel’s is too delicious to ignore, offering a piece of ‘Food Heaven’, featuring the official campaign strapline ‘Food Heaven, sponsored by Rachel’s’.
In addition, the sponsorship ensures brand association with trusted food experts and enables Rachel’s to reach an audience of food enthusiasts, 75% of which are interested in trying new recipes and 74% trialing and reviewing new products online, offering the potential for further brand promotion through other platforms.