Client: Yeo Valley
Yeo Valley, the UK’s number one organic brand, is launching an integrated campaign, Live in Harmony, that shares the story behind the business and the brand.
The campaign by BBH 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.
The TV commercial, ‘Rap’, reverses the typical expectations of an organic brand, using music to get the campaign message "Live in Harmony" across 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 campaign introduces 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).
Users can also now follow Yeo Valley on Twitter @yeovalley and find them on Facebook at facebook.com/YeoValley.
The campaign also introduces YeoTube (youtube.com/yeotube), Yeo Valley’s own YouTube channel, which features interviews, recipes, ads and behind-the-scenes footage.
Yeo Valley is also launching its very own online game to teach kids and parents the importance of sustainability. ‘Farmony’, is a fun virtual experience that allows players initially to customise their own cow and then grow their farm by taking care of animals, the land and by producing milk and yogurt.
Players will be awarded for their success with different features for their farm, highlighting the relationships that exist on a sustainable farm, between the animals, the farmer and the land. Farmony will be used to introduce competitions, on-pack promotions and also opportunities for educational story telling.
All the work speaks in Yeo Valley’s down-to-earth tone of voice and communicates the values of Yeo Valley as a business: accessible, approachable and sustainable. All assets have been developed by BBH and carry the brand’s new strapline, Live in Harmony.
Ben Cull, Head of Brand Marketing at Yeo Valley said, “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.”