Magazine article Marketing

Marketing Society Awards for Excellence 2011: Marketing Communications

Magazine article Marketing

Marketing Society Awards for Excellence 2011: Marketing Communications

Article excerpt

WINNER

Brand: Yeo Valley Organic

Agency: Bartle Bogle Hegarty

'Sensational' was the word judges used to describe the Yeo Valley marketing activity, which made the organic dairy brand the runaway winner in this category.

The buzz generated by the campaign shows this is no exaggeration. Every so often ads, such as Cadbury's 'Gorilla' or Hovis' 'Go on lad', stake a claim in the world of entertainment. Yeo Valley's rapping farmers - the brand's debut TV ad to boot - can be added to this prestigious list.

Since the onset of tougher economic times, organic food has had a rocky ride, with many consumers regarding it as a luxury, rather than a necessity. Recognising that it needed to combat this view and become more mainstream, Yeo Valley set about giving the brand a complete revamp, before going for broke with a two-minute spot during The X Factor that certainly had the wow factor.

Shot on location in Somerset, the Yeo Valley farmers rap eschewed the usual topics of bling, women and dubious predilections, instead focusing on cows, tractors and waxed jackets in a bid to entertain, while educating viewers about the Yeo Valley way of life.

The ad immediately created a splash on the social-media scene, achieving more than 1.6m views on YouTube.

'The very unlikely juxtaposition of rapping farmers made for an inspired creative leap,' praised the judging panel.

An impressive sales increase of pounds 3.5m in the three months after the ad was launched will have pleased the family-owned business. …

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