. Yeo Valley used a high-profile slot during The X Factor to debut its ad and followed this up with a digital media campaign to build deeper engagement.
The TV component, a two-minute spot featuring four rapping farmers, caught the nation’s imagination, clocking up nearly 2m views on YouTube. In the three months following the campaign’s launch, Yeo Valley generated an incremental uplift in sales of more than £3.5m.
Another winner at the event, run in partnership with Marketing, was the youth homelessness charity Depaul UK, for its iHobo app, devised by Publicis London. The Tamagotchi-style iPhone app, which allows users to care for a fictional homeless man and donate to the charity, won the , and categories.
Craig Inglis, director of marketing for John Lewis, for ‘making a demonstrable diff-erence to the business’, while Rebecca Brock, marketing controller at Homebase, won .
For full details of the winners see below:
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