Yeo Valley Goes From Digital to TV

There are campaign milestones and then there’s your first-ever TV ad. For me, this summer marked exactly that moment, and I couldn’t be prouder.

What began as a digitally-led campaign for Yeo Valley’s Greek Recipe yogurt evolved into something much bigger. The brief? To adapt the existing campaign (which I originally helped develop) to support the launch of Yeo Valley’s new high-protein snacking pots. The goal was to drive awareness and position them as the ideal post-workout snack for fitness-conscious consumers looking for convenience, quality, and nutrition.

At the heart of the original campaign was the line: “Our purest protein for miles”. A simple, powerful message that connected Yeo Valley’s organic farming heritage with the nutritional benefits of high-protein yoghurt for recovery and sustained energy.

To bring it to life, Yeo Valley partnered with GB modern pentathlete Charlie Follett. As a professional athlete and authentic advocate for the brand, Charlie helped us tell a story that felt real, relatable, and rooted in performance. I produced bold digital content, including punchy 6- and 15-second edits, and rolled out eye-catching in-store activations that drove engagement and trial right at the point of purchase.

Then came the unexpected (and very welcome) next step.

With Yeo Valley securing ad space during the Women’s Euros 2025, I asked to adapt the campaign for broadcast which was a first for me and the agency I worked for Activation. It was the perfect fit, a national sporting moment celebrating strength, energy, and performance. We reworked the creative to hero the new protein snacking pots, while maintaining the core message and tone.

The result? A vibrant, high-energy TV ad that put Yeo Valley on screens across the country, reaching a much broader audience while staying true to the brand’s values.

For me and Activation, it was a huge professional milestone and a brilliant reminder that insight-led creative can evolve into something much bigger than initially expected, and when the message is strong, simple, and authentic, it really can go the distance.