Yeo Valley Organic compete in a cluttered category, with the dairy aisle being one of the most competitive parts of FMCG retail. With a wide product range including milk, yogurt, butter, cheese, soups and dips, Yeo Valley Organic offers a diverse range of delicious options to bring great taste to all times of day and mealtimes.

With prior brand activity focusing on the ‘goodness of organic’, our brief was to create a communications strategy and media plan that would help to re-establish and elevate the taste credentials of Yeo Valley Organic and inspire people to choose its products in the diary aisle for how good it tastes, as well as for the good ways in which it was produced and the positive impact on the planet.

Our media strategy was to target ‘Feel Good Foodies’, our target audience, through a highly targeted, contextual media plan that was single-mindedly focused on targeting contextually relevant food environments as well as identifying these audiences through first and third party data in wider media environments.

To create value from our media investment, we brokered 2 exclusive broadcast share deals with ITV and C4, giving us access to top quality food and lifestyle programming, in both linear and BVOD environments, in key regions where the brand had strongest distribution. This was complimented with an Acast partnership, where we sponsored the UK’s top food podcasts including Table Manners with Jessie Ware, Off Menu, Comfort Eating with Grace Dent and Stirring it Up with Andi and Miquita Oliver.

Alongside this, we extended campaign reach in partnership with the Ozone project, leveraging their video distribution network to target quality food and lifestyle environments online, as well as using 3rd party data to identify relevant audience groups across broader quality lifestyle sites.

The campaign was also supported with a robust paid social media plan, using Meta to deliver reach at a low CPM and build a pool of warm audiences for us to engage with in future Yeo Valley Organic campaigns.