Yeo Valley Organic Launches First Advertising Campaign
Added: (Fri May 25 2001)
Pressbox (Press Release) -
YEO VALLEY ORGANIC LAUNCHES FIRST ADVERTISING CAMPAIGN
Yeo Valley Organic is aiming to secure its record as the country’s fastest growing dairy brand with the launch of its first national advertising campaign.
The company is putting £1.3m into a press and poster push, which breaks at the end of May and will run in two bursts until the beginning of December. Trolley ads and shopping centre posters in the Midlands and London area will bring the campaign nearer to the point of sale in June and July.
Since its formation in 1996, the brand has enjoyed market leading growth and is now not only the country’s biggest organic dairy company, it is brand leader of the total natural yogurt sector, and according to A.C. Nielsen, last year it was the fastest growing company in the dairy market.
Until now the company’s success has been based on class-leading quality, strong organic credentials, value for money pricing and a growing product range. Now Yeo Valley Organic aims to widen its consumer base by attracting more people to try organic products and says marketing director Ben Cull:
“Organic food used to appeal to a hard core of committed consumers, but our research shows that it’s widening its footprint and we want to be in the forefront of this development.
“This campaign follows the appointment of Delaney, Lund, Knox, Warren as our first advertising agency in the autumn of last year. It has been created to attract ‘dabblers’, the sort of people who are not yet fully aware of the benefits of organic food, but will try organic products if they can find them easily and will then keep buying them if they are convinced that they deliver a superior taste.
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The ads focus on three cartoon cows and are light hearted and gently informative, highlighting the Yeo Valley Organic difference, with the line: It’s what goes into it that makes it taste so good.
Adds Ben Cull; “Many organic products sell at a high price premium. Ours don’t. Some people think organic foods are a bit serious. Ours aren’t, they regularly win awards for their quality and are there to be enjoyed. The number of people buying organic food on a regular basis is growing and the amount being spent per person on organic products is increasing as well. Our aim is to help show that organic food should now be part of everyone’s shopping list and that Yeo Valley Organic is the most accessible way into the organic food market.”
The first wave of the campaign will use high circulation magazines like Woman and Home, Good Housekeeping, Radio Times, Woman’s Own, Real, You and Hello. 25.05.2001
For further information, prints, or a jpeg picture file, contact:
Iain Smyth Associates, PO Box 20, Monmouth NP25 5YR.
Tel: 01600 750 310 Fax: 01600 750 429 E-mail: ISAPR@aol.com