‘Yo’ Valley’ launches £5m push with rappy farmers
Yeo Valley is vying to double its market share of the yoghurt category over the next three years and become the UK's 'most-respected dairy brand' with the help of a new £5m campaign.
The organic dairy supplier is launching its first-ever TV campaign this autumn, with a two-minute advert going out in primetime during ITV's The X-Factor.
The ad takes the form of a music video and features farmers rapping about the organic credentials of Yo' Valley and being 'down with the Soil Association'.
The ad will go live on 9 October, after which shorter versions (40 and 60 seconds) will run during The X-Factor breaks for the next 10 weeks.
Bespoke yoghurt and milk packs carrying the X-Factor logo and inviting shoppers to take part in a competition will hit shelves across all of the multiples at the same time.
The campaign would help Yeo Valley broaden its appeal as a "modern, progressive brand" that was willing not to take itself too seriously, said head of marketing Ben Cull. "Organic is often seen as quite serious. We want to show that we're happy to be laughed at."
He said he hoped 3.5 million new shoppers would start buying Yeo Valley products as a result of the campaign, and that awareness of the company's entire portfolio which includes milk, butter and compôtes as well as yoghurt would increase.
Yeo Valley currently has a 67% share of the organic yoghurt market but wants to double its share of the total yoghurt category from just under 5% to 10% in the next three years. It was unrealistic that Yeo Valley would overtake market leaders Müller and Danone, said Cull, but "we want to be the most respected dairy brand as seen by mainstream consumers".
Aside from the TV ad, Yeo Valley's new campaign includes a YeoTube channel on YouTube, which will host a range of video clips about life at the Yeo Valley farm as well as additional music videos. The website will also be relaunched and include a branded game with a virtual cow.