Raglan rides a wave of growth with first ever brand campaign via The Enthusiasts
Raglan Food Co, born and raised in Raglan, has launched its first brand campaign via The Enthusiasts. The campaign is designed to capture the free-spirited energy and optimism of Raglan, the place, and tie in with the qualities of the yoghurt itself.
Says Peter Simmons, CEO, Raglan Food Co: “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.”
Says Sonya Stichbury, Head of Marketing, Raglan Food Co: “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 features local surfers enjoying Raglan’s world-renowned waves – with the oversized Raglan Food Co products integrated into the scene.
Says Martin Yeoman, Strategy Partner at The Enthusiasts: “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.”
Says Jamie Hitchcock, Creative Partner at The Enthusiasts: “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 was true to the place and the people, so 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.
Creative – The Enthusiasts
Surf stills & video – Leonie Anholts / Surf Girl NZ
Food scenes – Amber Jones / FanClub
Post – The Rig
Audio – Liquid Studios
Media – Momentum Group
Register for FREE HERE and receive the Campaign Brief Daily Bulletin and/or the global Best Ads Best of the Week Bulletin. Subscribe to Campaign Brief Magazine.
#More Creative News #No paywalls #No annual membership fees
Subscribe to Portfolio & Reel for current listings of Australian and NZ ad agency and production company leadership and key personnel