THE IDEA
To win consumers over, we needed to make them feel great about choosing the brand. That meant cranking up the flavour and nutritional benefits of organic.

We tapped into the growing popularity of craft beer: another example of how craftmanship, passion and quality ingredients make for a better tasting product.

So to celebrate the original, classic pint – of milk – we gave a pub in Somerset a milk-themed ‘micro-mooery’ makeover for a week-long activation. Officially opened by TV landlord, actor Larry Lamb, ‘The Moo Inn’ served creamy pints of milk on draught, alongside complimentary tasting flights with variations in skimmed, semi and whole milks accompanied by ‘Gastronomilk’ tasting notes. We served a bespoke, milk-inspired pub menu alongside our very own Milk Stout.

And our media strategy really milked every piece of news potential. We secured media and broadcast interviews for Larry Lamb, invited journalists and influencers down to the event and created video and photography content that showcased The Moo Inn and milk’s taste credentials. We also gave the media and consumers even more reason to believe in the campaign by commissioning new research which showed that 82% of Brits are returning to drinking dairy milk.

THE RESULTS
6.4 million opportunities to see
200 pieces of media coverage including 8 nationals
88% of coverage included campaign imagery
83% of coverage included the campaign video
97% of coverage scored ‘excellent’ on the media impact score
31% of people who saw the coverage were more inclined to buy Yeo Valley Organic milks