Marketing Society Awards for Excellence 2011: Grand Prix

Yeo Valley
Yeo Valley

WINNER Yeo Valley Organic (Agency: Bartle Bogle Hegarty)

'Born out of genuine insight with stunning results - head and shoulders above the rest,' was The Marketing Society Awards for Excellence judges' verdict on Yeo Valley, which has been crowned this year's Grand Prix winner.

The Grand Prix is awarded to the brand that, in the judges' opinion, has pushed the boundaries of marketing excellence by demonstrating insight, effectiveness and innovation. Yeo Valley's 'Live in harmony' campaign met these criteria with panache.

Yeo Valley was in need of something special to reconnect with its target audience of families. Research revealed low awareness of the yoghurt brand as a result of limited communications and dated packaging. It also faced the wider problem of a feeling among families that organic food is too expensive.

After overhauling its tone of voice and packaging, Yeo Valley was ready to take its fresh brand message of 'living in balance with nature' to the masses.

The resulting campaign, which was created by Bartle Bogle Hegarty, used broadcast for high-impact mass awareness, and social media to build deeper engagement with consumers.

Digital media promoted conversations around the brand and enabled people to visit Yeo Valley's online virtual farm, while influential bloggers spread the conversation and an on-pack promotion offered the chance to win tickets to the final of The X Factor.

The TV component, a two-minute spot featuring four rapping farmers that broke during The X Factor, immediately caught the nation's imagination.

It quickly went viral, garnering mentions by celebrities on Twitter that contributed toward it becoming a top trending topic on the micro-blogging site.

The ad was shared more than 67,000 times, and viewed more than 1.65m times on YouTube. The on-pack competition became Yeo Valley's most successful to date, and hits on its website increased by 400%.

Moreover, in the three months following the launch, Yeo Valley became Britain's fastest-growing dairy brand, with an extra 500,000 consumers buying its products.

As a result, the brand's share of the organic yoghurt market rose as the average spend per household on its products increased by 16%, generating an incremental uplift in sales of more than £3.5m.

Sponsored by BT


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message