Yeo Valley Has The X Factor

The challenge for ITV was simple: to take the Yeo Valley brand into the mainstream and make it a part of the lives of our viewers.

Key Statistics

The challenge for ITV was simple: to take the Yeo Valley brand into the mainstream and make it a part of the lives of our viewers.

The Challenge

Yeo Valley was already the UK’s leading organic brand, but to achieve growth in the face of the Recession, it had to break out of this declining niche market and appeal to the mass market of everyday British families.

The challenge for ITV was simple: to take the Yeo Valley brand into the mainstream and make it a part of the lives of our viewers.

The Insight

In essence, the strategy was to take a focused approach to media executions through integration with The X Factor, in turn delivering increased engagement with ITV viewers and mass positive brand exposure for Yeo Valley.

The Idea 

The campaign kicked off with the attention grabbing 'Rapping Farmers' twio-minute spot in the first live final to get the initial conversation going. This was followed by a 10-week spot campaign delivering in circa of 14m viewers a week.

Using The X Factor license, a competition was run allowing viewers to win tickets to the live finals. This was promoted through clickable VoD & displays across all The X Factor pages on ITV.com. In addition the competition was promoted on Yeo Valley labels in-store. All communications drove viewers to visit the Yeo Valley farm on-line to enter.

Integration into The X Factor 'live chat' function on ITV.com promoted the competition further and allowed viewers to opportunity to begin the conversations about Yeo Valley brand. This then spread across to The X-Factor social media sites where Yeo Valley were ready & waiting for more conversations with our viewers.

The Results 

Mass exposure into the mainstream was well and truly achieved in this campaign. Yeo Valley's rapping farmers ad was a No.1 trending Twitter topic worldwide, with a staggering 35 million tweet impressions.

35,000 Facebook fans lobbied for the song to become the Christmas No.1 single, with 30,000 single downloads. This resulted in the rapping farmers remaining in the top 100 for seven weeks! Further proving the popularity of the ad, there were 1.8 million YouTube views as well as over 200 send-ups/remixes and 30,000 entries to the competition.

The campaign saw brand awareness of Yeo Valley increase by 71%, with a 15% increase in sales value and half a million new households being introduced to the brand.

Tasked with the challenge to bring the Yeo Valley brand to the forefront of families' minds, ITV’s campaign achieved this in spades.

  • 71% Increase in brand awareness
  • 15% Increase in sales value

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