Insights
The protein boom has been driven by consumer demand. Last year, 12% of shoppers changed their diet to include more protein, and the market responded; exploding with brands and NPD that cater for this ever-increasing demand for protein.
In a sea of artificially protein packed products, we knew that Yeo Valley had something special with their real, organic, natural Greek Recipe yogurt.
Idea
“Our purest protein for miles.”
That was our line – simple, honest, and it spoke directly to our audience. Yeo Valley Organic Greek Recipe delivers the purest protein for miles from our local, lush unspoilt countryside to the aisles with its delicious naturally protein packed taste.
In the fields surrounding Yeo Valley HQ, we teamed up with British Modern Pentathlete, Charlie Follett to create a suite of impactful images along with a short, punchy campaign video that showed both Charlie, and the product in action. The campaign includes a suite of eye-catching in-store POS and digital activity.
To further amplify the campaign and get our yogurt into the hands of our target audience, we ran an exciting series of sampling placements at a handful of running events across the South of England.
Results
The campaign is currently live so results are pending, but what we’re seeing so far is real engagement. We’ve already handed out over 26,000 samples to runners both before and after their 10k, half marathon and marathon efforts.
We’re building a genuine connection with a community that cares about what they put into their bodies. It’s not just about selling yogurt; it’s about being part of their journey. And that’s a story worth telling.
Next up, the Bristol Half Marathon in May!
