Rafferty's Garden launches 3-month Asia comms offensive

Australian baby food brand has setup multi-channel campaigns in Singapore and Hong Kong through local PR agencies

Rafferty’s Garden has set its sights on Singapore and Hong Kong by launching a three-month communications campaign in both countries, with the help of local independent PR agencies AKA Asia and PLUG.

The project is designed to boost awareness of Rafferty’s Garden’s baby food products in the two countries.

The strategy is focused the Australian brand’s promise ‘nothing else’, which relates to its use of only fresh, premium ingredients with no additives, preservatives or added salt and sugar.

AKA Asia is handling the Singapore campaign, with PLUG taking on the Hong Kong work.

Rafferty’s Garden will look to engage online parent communities to grow brand awareness; target key parent influencers for strategic content partnerships; and work with existing parenting platforms in both Singapore and Hong Kong.

Nicholas Simms, general manager for international at PZ Cussons, Rafferty’s Garden’s owner, said: "When communicating to discerning, informed parents who know good food and want to offer the best for their babies, the ‘nothing else’ brand promise is incredibly important."

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