Launching a TV AD for the UK’s No. 1 organic brand under lockdown
biggest campaign in a decade, thickest yogurt ever
After a nine-year hiatus from TV advertising, the UK’s favourite organic brand Yeo Valley decided it was time to launch their thickest, creamiest yogurt yet: Super Thick.
Our job? To create a TV campaign for a new product in a new market, topped off with a dollop of unexpected challenges under lockdown.
the challenge
With a new thick yogurt to break into the ‘strained yogurt’ subcategory and a £1m+ media spend, Yeo Valley needed an integrated campaign connecting the dots across TV, press, digital and social.
Having identified the strained yogurt category (worth £73 million) as a key growth area, the dairy business wanted Super Thick to take on the likes of Greek yogurt Fage and Icelandic equivalent Skyr,
our approach
When the project kicked off, we knew we had to drive product awareness while people were spending more time at home.
Research during lockdown showed that the pandemic had made consumers more conscious of where their food was coming from, so we knew our idea had to hero the product’s homegrown and organic benefits in an adaptable way.
‘LOVINGLY KERNED ON HOME SOIL’
Our idea borrowed the Yeo-enable term, ‘kerned’, which was dug up from ancient Somersetshire glossaries. The word is simply old Somerset-speak for ‘thickened’ – for a lovely bit of West Country charm linking back to the brand’s roots.
Super Thick’s USP is that it’s produced right here in the UK, while Fage is made in Greece and has to be flown in some 2,000 miles – not great for the environment! As a sustainable organic brand, Yeo Valley pride themselves on the quality of their soil, so our idea alluded to that as well.
What we did
Lockdown influenced our creative decisions, for example, we combined a rustic table-top set-up with objects made of paper and filmed it all in stop-motion for added magic.
To bring this charming dreamland to life, we teamed up with wonderful papercraft artist, Hattie Newman, who used to walk past the Yeo Valley farm when she was little.
30s TVC and a 20s cutdown
30s and 20s versions for YouTube
Targeted GIFs, Instagram Stories, social carousels, YouTube bumpers, DOOH – all post-production done in-house
3 press ads
24 campaign assets in total
