The £5m 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.
Yeo Valley aims to demonstrate that it is “changing the face of the organic food category” and claims that the campaign “reverses the typical expectations of an organic brand” by using music to get the campaign message across in a fun, approachable way.
Ben Cull, head of brand marketing at Yeo Valley, told Marketing Week: “Our long term strategy is to make organic affordable for everyone. It’s about building brand equity and getting our message across.”
The TV activity is part of a broader integrated campaign, created by BBH, 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.
Cull adds: “If we can bring people to Yeo Valley, then they’re sold on the brand.”
Yeo Valley’s Live in Harmony campaign breaks on Saturday (9 October) during The X Factor with a two minute ad spot.
Cull says: “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.”