UK: Yeo Valley launches first TV adverting campaing

The organic food brand Yeo Valley has launched its first television advertising campaign. The thinking behind the campaign is simple, according to Yeo Valley - their mission is to make affordable, sustainably produced, organic dairy accessible to everyone. At Yeo Valley, they like to say „Live in Harmony“, and this is expressed in music, in the form of a rap. The spot was shot on location at Yeo Valley in Bladgon, Somerset, and th farmers aren’t rapping about their bling, girls and fast cars but instead about our cows, tractors and wax jackets. The first spot was shown on October 9, 2010,during the break of X Factor. The spot can be viewed here.

The £ 5 million 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, Marketing Week reports. The TV activity is part of a broader integrated campaign 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. 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. Ben Cull, head of brand marketing at Yeo Valley, said that the campaign was a new departure for Yeo Valley, not only being on TV for the first time, but really shouting about their sustainably produced, quality organic food and being proud of our West Country roots. He continued that the humour showed they don’t take theirselves too seriously, but that they were an authentic, family run business that believed in making dairy products in harmony with nature.