Rafferty’s Garden appoints Of A Feather as new social agency

Social-first agency Of A Feather has been appointed as the social media agency for leading baby food brand Rafferty’s Garden following a competitive pitch.

The appointment sees Of A Feather responsible for the brand’s always-on social strategy, content planning, community management and social creative, with a focus on strengthening Rafferty’s Garden’s connection with today’s parents through culturally relevant, platform-native content.

The partnership comes as parents increasingly turn to social platforms not just for inspiration, but for trusted advice, product recommendations and real-world experiences. Recognising this shift, Rafferty’s Garden sought a partner that could help evolve its social presence beyond traditional brand publishing into content that genuinely participates in culture and conversation.

Says Jodi Cousins, General Manager at Of A Feather: “The opportunity reflects a broader shift in how brands need to approach social. Parents aren’t just following brands anymore, they’re searching, learning and validating purchase decisions through social every day. We’re excited to partner with Rafferty’s Garden to build a social presence that’s genuinely useful, entertaining and community-led, helping the brand show up in the moments that matter most to modern parents.”

Says Sian Sullivan, Head of Brands, PZ Cussons: “We’re delighted to welcome Of A Feather as our social media partner. Parents are spending more time than ever on social platforms, making them a critical touchpoint for connection, discovery and trust. Together, we are looking forward to strengthening Rafferty’s Garden’s connection with families, creating content and conversations that feel authentic, useful and genuinely relevant to modern parenting.”

The appointment continues a period of strong growth for the new social agency, following recent client wins including Black Swan Foods & Hort Innovation Mushrooms, and builds on the agency’s specialist offering across social strategy, creator marketing, community management and culturally-led campaigns.

The work for Rafferty’s Garden is now underway, with activity rolling out across the brand’s owned social channels over the coming months.

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