// HIGHER BRAND AWARENESS
// OVER 140 ITEMS OF COVERAGE
// 4.5 RETURN ON INVESTMENT
OBJECTIVE
To communicate Yeo Valley Organic’s beliefs and values and raise awareness of its wide range of products, tapping into an increasing consumer desire to buy ethically produced foods.
SOLUTION
As the consumer media had little knowledge of the brand, Storm adopted a back to basics approach. Organic breakfast briefings were set up at the key publishing houses to reintroduce Yeo Valley Organic and its range to relevant media, enabling one-to-one briefings to educate the journalists on the brand and its principles. This was complemented by an on-going programme of activity supporting product launches and using competitions, testing features and recipes to maintain a regular dialogue with key consumer audiences.
RESULTS
Awareness of Yeo Valley Organic with all key journalists is now excellent and this has resulted in over 140 pieces of coverage being achieved in the first year of the campaign. In value terms this represents an EAV of £362,488, delivering a 4.5 ROI.