Yeo Valley Organic & ITV
Challenge & Objectives
The dairy market is highly competitive and the category has become more complex as vegan and dairy alternatives continue to grow. Yeo Valley Organic faces significant competition from big spenders like Muller and Danone.
The dairy aisle is also dominated by supermarket brands, so Yeo Valley Organic’s brand equity is key in commanding its price point. And the category has faced inflationary pressure in the last 18 months.
Media activity for Yeo Valley Organic in 2024 was part of a long term strategy to get the brand back on the radar of dairy buyers in the U.K. to drive top of mind awareness and consideration. The shorter term goal for Yeo Valley Organic was to win back market share across the core product range.
Idea & Implementation
The media strategy for Yeo Valley Organic was to target those high appointment to view, feel good media moments. TV fulfilled a key part of this strategy given the attention it commands of the viewer, and the contextually relevant, feel good content that the brand could be placed around.
The Yeo Valley target audience are called ‘Feel Gooders’. They are an ABC1 audience who appreciate and are willing to pay more for good quality, great tasting food. They are mainstream media consumers, who enjoy feel good entertainment both in their own time and with their family. TV is a big part of their media repertoire, both linear and on demand.
Yeo Valley Organic selected a very tactical spot list placing their ads around big event moments such as Dancing on Ice, Big Brother and the 6 Nations, as well as those must see, gripping dramas such as Mr Bates versus the Post Office. They complimented this with a range of food, travel and lifestyle shows that offered contextual relevance to the Yeo Valley Organic brand story. They also targeted the same shows on catch up using ITVX.
“Our campaign with ITV was an integral part of our 2024 marketing activity and as well as delivering exceptional media value, helped to drive both commercial and brand performance. For a brand returning to TV after 10 years off air, the ITV team went above and beyond to ensure we had access to the best programming and short term, added value opportunities” - Amelia Norris, Marketing Manager Yeo Valley Farms
The Response
Targeting Strategy
Linear
ITV1 Regions: London, Meridian, North, Westcountry, West
Target Audience: ABC1 Adults
ITVX
Region: Network
Targeting:
Eco Conscious Consumers
Programme Select: Themes included Food, Shiny Floor Entertainment, Wholesome Living
ABC1 Adults
The Results
18% uplift in unique visitors to site
3% uplift in brand consideration
10% uplift in ‘Yeokens’ new registrations
1.9% uplift during the campaign (despite overall category decline) in in-store sales for featured products in the ad
3.1% uplift in in-store sales for a key flavour of yoghurt
