THE IDEA
To celebrate the arrival of spring and the seasonal conditions that give Yeo Valley Organic milk its delicious taste, we brought a pop-up mini meadow to Canary Wharf. Transforming a space usually known for its high rise towers, we introduced a fragrant spring meadow using genuine Somerset pasture for cows, and filled with lush seasonal planting and the sights and scents of nature.

The mini meadow doubled up as a sampling spot, inviting busy city workers to slow down, stretch out, and ‘graze’ among the grass, enjoying a cold glass of Yeo Valley Organic’s free range organic milk. It served as a simple but powerful reminder that the milk is naturally pure thanks to grazing cows that have a 100% organic diet.

The activation served to make seasonality tangible – reminding Brits that when you reconnect with natural food and where it comes from, you can truly taste the difference after research showed that 83% agree that food is tastier when it’s at its seasonal best.

THE RESULTS
– 36+ pieces of coverage including 6 national hits
– Over 13 million opportunities to see
– 1,500 samples distributed in the breakfast slot
– 87% included a spokesperson quote
– 83% included owned imagery
– 100% included a key message around taste and spring