Text Wizard Copywriting - organic dairy products

Background

Yeo Valley Organic produced great-tasting yogurt in dull packaging. The words didn't help either. The brand needed a clear tone of voice to match a brighter, attention-grabbing packaging design.

So they gave me a tour of the farm and the dairy, and told me their story. The outcome was copy for everything from yogurt cartons to butter wrappers, with additional brand-building stories to go on the inner sleeves of the yogurt cartons.

I then codified the tone of voice in a format that YVO could hand out to other suppliers (PR, marketing agencies etc) to maintain consistency.

Outer sleeve copy above

Inner sleeve stories below

	Yeo Valley Organic – a name and a place The River Yeo really does wind through a beautiful, steep-sided Somerset valley. It's where we started making organic yogurt in a dairy near our farm. To meet rising demand we moved a few miles away to a bigger dairy, but we took our name and our farming roots with us. The Yeo is locally pronounced 'Yo' (rhymes with 'flow'). In Somerset they call us 'Yo' Valley Organic. Two-part packaging for minimum impact Your yogurt carton comes in two parts. The outer is unbleached, biodegradable card made from 98% recycled paper. The inner is ultra-thin polypropylene. Neither part is strong enough on its own. Together they form a rigid container that keeps your yogurt fresh while delivering the least environmental impact. You can recycle them in the usual way: outer sleeve with cardboard waste, inner carton with plastic waste. If you're not sure where your nearest recycling point is, check out www.recycle-more.co.uk for maps and details.