Yeo Valley advert

Source: Yeo Valley 

‘ReGeneration’ push aims to inspire sustainability

Yeo Valley Organic is set to return to TV screens in 2022 with a £3m campaign aimed at inspiring people to live more sustainably.

The push, dubbed ReGeneration, ties in with a new £2m regenerative agriculture project launched last week by the yoghurt brand. It is the first TV ad campaign by the yoghurt brand in a decade. 

The ad will debut on TV next spring and will be supported by press, on-pack promotions and event activity throughout the year.

The move comes after Soil Association research found that 79% of people were increasingly worried about the natural world and their impact on it, while a further 77% of people wanted to make more sustainable choices in the products they buy.

Combined with the organic market experiencing the highest year-on-year growth in 15 years [+ 12.6%, Soil Association Organic Market Report 2021], the timing was right to launch a ‘motivating’ campaign, the dairy brand claimed.

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“Due to climate change, what we eat, how we farm and how we live have never been more important, and we feel we have a role to play in helping the nation join the dots between organic and the planet,” Yeo Valley Organic’s MD Tom Wright said.

“We want to inspire people to think about food systems, and how we can all collectively make a difference through small everyday acts, like choosing Yeo Valley Organic products. The message will be fun, positive, inclusive and spread hope for our future.” 

Vince McSweeney, chief creative officer at McCann Central, the agency producing the campaign, added: “As a champion of sustainable practices, we couldn’t be more excited to work with them on driving meaningful change.  When we all come together to take part in small regenerative acts, we’re all part of the ReGeneration and can make a big positive impact.”