FEAST YOUR EYES ON A YOG-ART MASTERPIECE

The Head Scratcher

Yeo Valley Organic came to us with a brief to help promote the delicious taste, provenance, and high-quality ingredients in their range of yogurts, soups, butter and cheese. 

Idea 

We partnered with celebrated Welsh food artist Nathan Wyburn to recreate some of the UK’s most iconic landscapes including Avon Gorge and the Clifton Suspension Bridge, Ribblehead Viaduct, the Giant’s Causeway and Stonehenge entirely out of fresh, organic, locally grown produce. 

With the harvest season a key talking point on the media agenda, we worked alongside Nathan to craft fouredible ‘paintings’ using the beautiful food produced on UK soil including a range of Yeo Valley Organic products from towering blocks of cheddar cheese, to creamy yogurts and vibrant soups, alongside vibrant broccoli, succulent blueberries and crispy leeks. 

Our video content and campaign imagery showed just how food artist Nathan Wyburn recreated some of the UK’s best loved views from 67kgs of produce over 48 hours. Meanwhile, to give the content even more context and drive conversation, we commissioned media research which revealed that 41% of people enjoy their food more when they know where it has come from, but only 1 in 4 can name the source of their everyday produce. 

And we made sure nothing went to waste: ingredients were donated to food charity City Harvest, helping to deliver 143 meals to families in need across the country.

Results 

• 231 pieces of coverage (KPI of +666%)

• 10.9m Total OTS

• 99% of coverage included key messaging

• 99%* included campaign content

• 99% included spokesperson quote   

• 100% positive sentiment across earned media 

• Over 28,000 impressions across social media channels