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How Yeo Valley used rap to make organic food accessible

How Yeo Valley used rap to make organic food accessible

Background

Organic dairy brand Yeo Valley asked advertising agency Bartle Bogle Hegarty how it could make organic food should accessible to everyone. The challenge was to drive demand among a broader, more mainstream audience, and, along the way, help people to remember Yeo Valley’s name and what it stands for.

Strategy

BBH’s strategy was simple: tackle the perception issue head-on by reversing the expectations of how an organic brand should behave among a mainstream UK audience.

It was about getting Yeo Valley to share the story behind its business in a tone of voice that was open, sociable and fun. The campaign was designed to show that Yeo Valley is an approachable brand, with real roots and a commitment to sustainable living.

BBH’s Live in Harmony campaign reveals how Yeo Valley is changing the face of the organic food category: the brand believes organic products can and should be accessible to everyone.

Implementation

BBH created Yeo Valley’s first ever TV commercial, ‘Rap’, which reversed the typical expectations of an organic brand, using music to share the story behind the business in a fun, approachable way. Shot on location at Yeo Valley’s farm in Somerset, the advert, which is directed by acclaimed US music video director Julien Lutz, features four farmers who are unashamedly passionate about Yeo Valley’s organic dairy products, their approach to sustainable farming and the brand's authentic West Country roots. The TV ad ran exclusively across ITV channels during Britain's biggest entertainment platform, The X Factor. The X Factor partnership was leveraged with an on-pack and online competition.

The campaign also introduced Yeo Valley’s revitalised web presence with a sign-off "Search Yeo Valley" at the end of the commercial. Online users find an interactive, video-rich experience at yeovalleyorganic.co.uk. With panoramic views of the actual farm, the site takes consumers on an immersive journey into the real Yeo Valley, its people, products, recipes, history and latest discussion topics (via the Yeo Valley blog).  

BBH’s social media strategy for Yeo Valley interlinked all channels to fuel noise and conversation around the brand. In addition to the blog, a Twitter feed, @yeovalley, and Facebook presence were created. The campaign also introduced YeoTube , Yeo Valley’s own YouTube channel, which features interviews, recipes, ads and behind-the-scenes footage.

An online game, ‘Farmony’, will be launching soon to teach kids and parents the importance of sustainability in farming.

Results

Latest figures reveal that BBH’s first campaign for Yeo Valley, which launched in October 2010, has helped the UK’s number one organic brand to successfully grow its share of both the Adult Yogurt and Organic markets during 2010.

In the 12 weeks to December 25 2010, the brand experienced a 14.9% year-on-year sales uplift, outperforming the total yogurt market by two-and-a-half times. Total downloads of the song from the ad on iTunes has exceeded 27,000 copies.

AJR
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