Rachel’s Dairy has named Haygarth as its new through-the-line agency, after a three-way pitch. Haygarth will be the brand’s lead agency responsible for driving loyalty-building activity across a variety of disciplines including promotional, digital and direct marketing.

Starting with immediate effect, Haygarth’s brief will be to work on campaigns from January 2010 aimed at driving sales and brand growth by creating greater consumer engagement and building loyalty across the brand's yogurt and dessert ranges. Haygarth will also be tasked with handling new product launches.

Sophie Daranyi, CEO at Haygarth, says: “It is a tough time for the premium and organic sectors at the moment; we are developing a marketing campaign that gives consumers a constant reason to purchase and helps the Rachel’s brand gain increased loyalty traction within the core customer base.”

The Rachel’s Dairy account win follows Haygarth’s recent appointment by the Organic Industry to handle its first ever marketing campaign, aimed at driving sales of organic products and promoting the ‘Organic brand.’