Apr 16 2012
Yeo Valley: Singing the way to success
Milk and dairy products – they have been advertised on TV for year – Clover, Lurpak, Yeo Valley and Cravendale, they all consistently find new ways to promote on TV and online.
Yeo Valley have taken it to the next level, combining singing, theatrics and pure humour in a bid to promote their products.
How Yeo Valley sits itself apart
Promoting their products in ad breaks during last year’s X Factor, Yeo Valley took the boy band theme and ran with it. Using a fake boyband called The Churned, who sang about country farming, Yeo Valley ploughed £5 million into their campaign – and it worked, as the advert went viral, receiving over 600,000 views on Youtube, becoming the number one trending topic on Twitter, generating 9.6 million “tweet impressions” and reaching number 32 in the iTunes chart.
The advert was a follow-up to 2010’s rap, which was a major success and put Yeo Valley on the map for a mass audience. The rap secured “most viewed” status on Facebook, over 2.2 million hits on Youtube, trended on Twitter and even was a number one hit on iTunes.
If you are an unknown company that wants to bring your product (in this case organic products) to the masses, then stepping outside the box and straying from the norm is the thing to do and get yourself noticed.
As both adverts aired during XFactor in 2010 and 2011, the singing angle was a natural one to take, and combined with the production values and creativity, that’s why it was a success and brought Yeo Valley international recognition. All we have to do is see what’s in store for 2012.
Yeo Valley Videos:
If you would like to use video to promote your business, Greedy Media specialise in video for online and broadcast, working with the likes of Sainsbury’s, E4 and John Lewis. Find out more on our website and on the Greedy Media Facebook page.
