Giving Yeo Valley Organic the X Factor

Yeo Valley, the dairy company, wanted its range of organic dairy products to achieve a greater share in the broader UK dairy category.

Giving Yeo Valley Organic the X Factor

Simeon AdamsBartle Bogle Hegarty

SUMMARY

This is the story of the Yeo Valley Organic campaign, one of the most talked about and successful campaigns of 2010.

It’s a great demonstration of how focussing all media investment behind one media property can create disproportionate value for a brand and how it can create an opportunity to engage mainstream Britain in a way that many industry observers believed was no longer possible.

It extols the value of working in partnership with media owners – in this instance, to unlock equity beyond advertising that can...

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