It had been over 10 years since the Yeo Valley rapping farmers graced our TV screens in one of 2010’s most famous media moments. But since then, relative silence in ATL comms for over a decade had meant that Yeo Valley needed to start investing in media again. The brand needed to reshape its approach to communications having lost saliency as well as facing threats from “free from” alternatives.
FAN’s brief was to relaunch Yeo Valley masterbrand to increase top of mind awareness and tell consumers of how easy it is to make a good choice for yourself and the planet by choosing organic.
FAN developed the relaunch communications strategy and planned and bought YVO’s biggest ATL paid media spend in over a decade across OOH, press, radio, podcasts, music streaming services and paid social.
“From the start of the process to the very end (and everything in between), Fridays at Nine are an incredibly supportive, thoughtful and fast-thinking agency.”
Millie Neville-Jones, Brand Manager, Yeo Valley Organic
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