Haygarth has scooped five awards at the Institute of Promotional Marketing Awards for its Rachel’s ‘Made with Love’ and HP’s ‘The Palm Sales Apprentice’ campaigns.
Judged by an elite panel of marketing specialists, the IPM Awards pays tribute to the most creative and effective promotional campaigns of the year.
Haygarth’s ‘Made with Love’ campaign for Rachel’s, the Welsh organic dairy brand, picked up the gold award in the ‘On Pack Promotional Marketing’ category and was awarded silver in the ‘Food’ and ‘Commercial Partnerships’ categories, beating off competition from Cadbury, Cheesestrings and Muller.
Judges praised the fact that the ‘Made with Love’ on-pack promotion has been the most successful ever undertaken by Rachel’s. As a result, Rachel’s outperformed the total Organic Chilled Yoghurts and Desert category, which was down by 11.8% whilst spend for Rachel’s went up 3.6%. The award recognises how the TTL campaign achieved an average sales uplift of 15% during the promotional period, smashed on-pack redemptions by two fold and exposed the campaign to over 8.5 million targeted consumers.
