krow helps Rachel’s Organic bring to life trailblazing history in new campaign
A new campaign by MISSION Agency krow, is supporting Rachel’s Organic in celebrating its unique and pioneering family heritage.
The organic dairy brand wanted to highlight its trailblazing history, which includes three generations of female farmers working hard to make its products as good as they are today.
krow created a 20-second film that recognises Rachel’s Organic’s rich history, which ran for six weeks on VOD and online channels, including YouTube.
Using the tagline, “Taste for Rebellion”, the film shows that the Rachel’s Organic story is one of three generations of female farmers – Bessie (grandmother), Dinah (mother) and Rachel (daughter) – whose determination, dedication and resourcefulness have kept them at the forefront of organic farming practice.
Combining a fast-paced edit with an energetic voice over, the ad highlights how all the women in Rachel’s family had a streak of rebellion in them. Instead of following the pack, they rewrote the rules – blazing the trail for organic farming, they shunned chemical fertilizers and became the first certified organic dairy farm.
Jo Jephcott, Creative Director at krow, said: “In just 20 seconds you get a sense of the determination, hard work and craft that are behind the brand thanks to the three generations of fearless female farmers in Rachel’s family. It’s not your average brand story, and this isn’t your average yogurt ad.”