Yeo Valley takes organic message to TV

Yeo Valley, the organic food brand, is launching its first television advertising campaign to drive the message that organic products should be accessible to everyone.

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 has also launched a social media campaign with Twitter and Facebook to engage consumers with the story of the brand as well as a branded YouTube channel dubbed YeoTube.

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.”

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here