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Martin Couzins

Top Tips…It Pays To Revisit Old Ideas

By Martin Couzins

A recent ad by food producer Yeo Valley demonstrates why it pays to recycle ideas. Yeo Valley says that its Live in Harmony marketing campaign has helped increase sales by 15%. Central to the campaign was this video . . .

Now check out this video, produced more than a year earlier, by the dairy farmers of Ontario . . .

So, why did Yeo Valley succeed in capturing consumers’ attention? Because this was a high budget campaign which was launched with a TV commercial in the first ad break of a new series of X-factor. Yeo Valley demonstrated that delivering the right content in the right format and at the right time works.

Here is one more example of piggy-backing directly off the success of someone else’s campaign.

Martin Couzins, Associate, VG&A