Slimming with Rachel

Model and reality TV show host Rachel Hunter is the face, and figure, of US weight loss brand Slim-Fast. Advertising agency Ogilvy & Mather chose Hunter because she embraced a more realistic body type. EVP for strategy and planning at Ogilvy Public Relations Therese Caruso said: “She could also talk sincerely about her experiences, the pressures of the industry, and people who expected her to be a different type of model, yet she stayed true to who she was.” The choice of Hunter has also enabled the brand to reach beyond traditional women’s magazines, to the target audience of 30-to-45-year-old women.


Tags: PR Week  Rachel Hunter  Slim-Fast  weight loss  

How New Zealand Genetics Make Milk in Brazil

How New Zealand Genetics Make Milk in Brazil

New Zealander Craig Bell, co-founder of premium Brazil-based milk company Leitíssimo, likens his product to a time machine. “We have a lot of consumers who told us that ‘this stuff actually…