Rachel’s Organic launches new “Rebellion” campaign by krow

Mark Johnson's picture
by Mark Johnson

Rachel’s Organic, the natural yogurt brand, has launched a new advertising campaign to celebrate its unique and pioneering family heritage.

London creative agency krow has created a 20-second film that recognises Rachel’s Organic history, showing viewers that it’s taken three generations of female farmers to make their yogurt as good as it is today.

Female farmer generations: Rachel's new campaign from krow

The agency’s first work since winning the Rachel’s Organic account will run for six weeks on VOD and online channels, including YouTube.

Using the endline, “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.

Rebellious streak

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 – they blazed the trail for organic farming, they shunned chemical fertilisers and become the first certified organic dairy farm. 

It’s then Bessie’s original recipe which Rachel used to first create her unique yogurts. And this is still inspiring the way those organic yogurts are deliciously made today in the same dairy in Wales.

“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 Organic family”, said Jo Jephcott, Creative Director at krow. 

“It’s not your average brand story, and this isn’t your average yogurt ad.”

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