McCANNtocreateYeoValleyOrganic’snew£3mbrandcampaign

McCann Bristol | Senior Account Executive  | 

Yeo Valley Organic, Britain’s largest organic dairy brand[1], is returning to TV with a new multi-million-pound advertising campaign by the Bristol team which will celebrate the big difference everyone can have on the planet.

Over a decade ago Yeo Valley Organic made history by taking over an entire commercial break during a 2010 X-Factor live show, with its two-minute rapping farmer ads. Now the brand is going back on screen with a carefully crafted multimedia masterbrand campaign.

The Bristol team won the work through a competitive pitch process, and it marks an exciting new era of growth for the organic dairy brand as it raises awareness of its regenerative organic farming credentials. Yeo Valley Organic believes that regenerative organic farming is key to mitigating the effects of climate change and the creative campaign, including over £3m media investment, will celebrate the big difference everyone can have on the planet by coming together to take part in small positive acts, as part of the ReGeneration.

The campaign will launch on TV next spring with further bursts and activity planned throughout 2022 including events, press, on-pack promotions and innovation.

Yeo Valley Managing Director Tom Wright said: “It’s an very exciting time for us as a business and we’re thrilled to have McCann as a creative partner to help us fulfil our ambitions. Due to climate change, what we eat, how we farm and how we live have never been more important, and we feel we have a role to play in helping the nation join the dots between organic and the planet. We want to inspire people to think about food systems, and how we can all collectively make a difference through small everyday acts, like choosing Yeo Valley Organic products. The message should be fun, positive and inclusive.”

Vince McSweeney, Chief Creative Officer at McCann Central, said: “We’re delighted to have been selected by Yeo Valley Organic to produce their first masterbrand campaign in a decade. As a champion of sustainable practices, we couldn’t be more excited to work with them on driving meaningful change. When we all come together to take part in small regenerative acts, we’re all part of the ReGeneration and can make a big positive impact.”

Sustainability is high on consumer agenda’s and new findings from the latest organic shopper research reveals that 79% of people say they are increasingly worried about the natural world and our impact on it[2]. With the organic market experiencing the highest year-on-year growth in 15 years (at +12.6%)[3] and 77% of people saying they want to make more sustainable choices in the products they buy[4], Yeo Valley Organic feels it’s the right time to launch a motivating consumer campaign.



[1] Kantar FMCG purchase panel, Branded Organic Dairy, 52 weeks to 06 September 2020

[2] Source Soil Association - The Crow Flies – Organic Shopper Research 2021 - based on qualitative research and a quantitative study of 1,000 people between June and August 2021.

[3] https://www.soilassociation.or...

[4] Source Soil Association - The Crow Flies – Organic Shopper Research 2021 - based on qualitative research and a quantitative study of 1,000 people between June and August 2021.



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