Raglan Food Co has launched its first brand campaign via The Enthusiasts.
The campaign captures the free-spirited energy and optimism of Raglan, the town, while reflecting the qualities of the yoghurt itself, says Raglan Food Co.
CEO Peter Simmons adds: “As one of the pioneers of plant-based foods, our coconut yoghurt has a strong and loyal following.
“This campaign is about sharing the amazing taste and texture with a wider audience – the growing flexitarian audience, and consumers that are looking for a delicious yoghurt made from simple and wholesome ingredients.”
Ready to share the brand
Sonya Stichbury, head of marketing at Raglan Food Co, says: “We have a great-tasting recipe (thanks to our founders), and we’ve done a lot of work on getting our offer right – pricing, product mix, packaging and brand assets.
“We’re now ready to share the brand and our products with a wider audience. We have a strong food philosophy that real food should lift you up – and we’re here to help lift the vibe.”
The campaign also features local surfers enjoying Raglan’s world-renowned waves – with the oversized Raglan Food Co products integrated into the scene.
100% Raglan proud
Martin Yeoman, strategy partner at The Enthusiasts, says: “Raglan Food Co started in the community kitchen, it moved to bigger premises, and bigger again – but it’s 100% Raglan proud. The brand is very much a part of this special community – and we wanted to connect it to its home.”
The Enthusiasts’ creative partner Jamie Hitchcock adds: “Raglan has its own vibe driven by the beach and the talented community that call it home.
“From the outset, it was important that the comms were true to the place and the people. Working with local photographer and filmmaker Leonie Anholts, local surfing talent, as well as the founders, Tesh and Seb, has been an important part of the development.”
The campaign is running across BVOD, YouTube and OOH.
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