McCann ploughs ahead with next phase of campaign for Britain’s largest organic dairy brand
Yeo Valley Organic, Britain’s largest organic dairy brand, is set to launch a new above-the-line campaign as part of its carefully crafted masterbrand advertising activity, created by McCann Bristol. Leveraging the creative line “Yeo Got This!”, the multichannel campaign aims to give people the confidence to make good choices for themselves and the planet, every day.
The creative will be appearing in out-of-home channels, supported by a radio sponsorship with Magic Radio and social content. Further bursts are planned throughout 2023 along with exciting partnerships, experiential and in store activities.
Yeo Valley Organic Brand Director, Niall McKee said: “We’re delighted to see our masterbrand campaign starting to gain in momentum as we head into the autumn. We want this campaign to give everyone the confidence to make good choices for themselves and the planet every day. Our campaign is a little fist bump of encouragement.
“The latest activity is certainly timely for us as a brand. According to latest data from Deloitte, there has been a sharp increase in the number of people who have adopted a more sustainable lifestyle in the past 12 months. It’s therefore important that we actively demonstrate how we’ve been pioneering this movement for over 25 years, and it’s central to everything that we do.”
Talking about the brand platform, McCann Bristol’s Executive Creative Director Zane Radcliffe explains: “We landed on a truth that most of us have good intentions when it comes to making choices that are good for both us and the planet. But we’re not all Greta Thunberg, and it can be difficult to know how to make a positive impact. Yeo Got This! reassures us that we can all do our bit, even if it’s just popping an organic yogurt in our shopping baskets.”
The campaign builds on the insight that Yeo Valley Organic has been making good choices for over 25 years as an organic and sustainable business: prioritising nature friendly farming, animal welfare, and not using artificial fertilisers or chemical pesticides.
Radcliffe adds: “We’re helping people make positive choices in an effortless, fun and informative way.”
McCann Bristol won the work through a competitive pitch process last year, and it marks an exciting new era of growth for the organic dairy brand as it raises awareness of its regenerative organic farming credentials.
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