When you think about "organic yoghurt" you think of an health conscious middle aged audience, not young hip teenagers. So Yeo Valley have taken steps to target that missing audience by creating a humorous rap song. It seems that they are trying to change representations of organic food, making it appealing to an audience of all ages.
Being Yeo Valleys first ever television ad campaign, they did well to secure a spot on prime time tv, during the breaks between saturday nights xFactor. The campaign has even stretched to the internet which hosts a website featuring blogs, games, and news streams. There is even a ring tone and song that can be downloaded via the internet that is set to boost profits and reputation at the same time.
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