Profile: Sir Charlie Mayfield

John Lewis Partnership Chairman

Yeo Valley takes organic message to TV

Yeo Valley, the organic food brand, is launching its first television advertising campaign to drive the message that organic products should be accessible to everyone.

The £5m integrated campaign comes as a study by YouGov SixthSense reveals that price is still a deterrent against buying organic food for almost 60% of people.

Yeo Valley aims to demonstrate that it is “changing the face of the organic food category” and claims that the campaign “reverses the typical expectations of an organic brand” by using music to get the campaign message across in a fun, approachable way.

Ben Cull, head of brand marketing at Yeo Valley, told Marketing Week: “Our long term strategy is to make organic affordable for everyone. It’s about building brand equity and getting our message across.”

The TV activity is part of a broader integrated campaign, created by BBH, and introduces the brand’s digital presence by encouraging viewers to search for Yeo Valley to access its new website.

The brand has created an “interactive, video-rich experience” to take visitors on a “journey into the real Yeo Valley” with panoramic views of the farm.

Cull adds: “If we can bring people to Yeo Valley, then they’re sold on the brand.”

Yeo Valley has also launched a social media campaign with Twitter and Facebook to engage consumers with the story of the brand as well as a branded YouTube channel dubbed YeoTube.

Yeo Valley’s Live in Harmony campaign breaks on Saturday (9 October) during The X Factor with a two minute ad spot.

Cull says: “The campaign is a new departure for Yeo Valley, not only being on TV for the first time, but really shouting about our sustainably produced, quality organic food and being proud of our West Country roots.”

“The humour shows we don’t take ourselves too seriously, but that we’re an authentic, family run business that believes in making dairy products in harmony with nature.”

Readers' comments (15)

  • Just seen your rapping farmers advert.... :)
    All i really wanted to say was genius...well done! You could not have made a better advert to show at prime time. So in touch with the target audience too.

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  • Awsome tv ad, love it, my son is crazy about tractors and yeo valley yoghurts what a perfect combination.
    My friends have been talking about it on facebook but, I didn't know what they were talking about, until now!! "Cracking"

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  • LOVE THIS! My daughter is taking a diploma in Environment & Land based studies and we laugh about her driving tractors (Massey). This ad is funny, catchy and very good. Would love the ringtone!

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  • This is the best advert i've ever seen its genius!! well done to whoevers idea it was. My kids have been watching it over and over again to learn the words. I will definatly be trying the products.

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  • The Yeo valley advert, in my opinion, is a rip off of the Braincell Harmonics music video for 'We make hay' Found here on youtube Posted 27th July 2009.

    http://www.youtube.com/watch?v=OJ3h8r53i84

    Too many similaritys for BBH to claim an original idea?

    Discuss

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  • I have just just viewed the Youtube link Christopher Chew posted. he is trying it on.There are so few similarities for him to say it is a rip off. This BBH ad is pure class.

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  • This is the best advert I've seen in such a long time. I think its pure genius and a real attention grabber. The funky rapping farmers flip everyone's stereotypical image of the farming community on its head.

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  • Love this ad … I've just got one question … are the farmers actors or real farmers in a Halifax/B&Q "make the real workers the real heroes" style?

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  • I've seen the girl in the ad somewhere before, I think she was on Britain's Next Top Model? Does anyone know, it's bugging me!

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  • The Best Advert of this decade
    Yuguart is the Best!
    The coolest lay out of a Farm,
    Chearse for making Farms look
    so cool:)

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