Finalist for Social Media Campaign in Food and Beverage: GIFTA x Yeo Valley Organic
GIFTA x Yeo Valley Organic was one of the finalists in the Social Media Campaign of the Year in Food and Beverage category at the Social Media Marketing Awards 2025.
What was the strategy behind the campaign, what creativity did the GIFTA team have in store, and what impressive statistics did this work create? We heard from GIFTA on the story behind the GIFTA x Yeo Valley Organic campaign:
When Yeo Valley Organic launched its Greek Recipe yoghurt range, the goal wasn’t just to talk about protein, it was to show how it fits effortlessly into real people’s lives.
We wanted to reach a community that already understood what it meant to fuel their bodies: runners, parents, professionals – people who value balance but don’t always have time to think about macros and meal prep. The idea was simple: make protein feel accessible and relevant to everyone, not just gym enthusiasts.
The Approach
Instead of flooding creators with endless products, we took a mindful approach. Each creator received just two yoghurts per flavour – enough to inspire content, but not create waste. It was intentional, sustainable, and respectful of the influencer’s space and time.
This campaign went live before the “protein trend” really exploded online, making it a quiet trailblazer for the category.
We activated a handpicked group of nano and micro influencers who genuinely lived the lifestyle we wanted to celebrate – runners, busy parents, and people who move their bodies for joy. The brief was simple: show how Yeo Valley’s Greek Recipe fits into your day. Whether that was breakfast before a spin class or a quick post-run snack, we wanted moments that felt spontaneous, not staged.
The Results
Instagram led the charge, supported by TikTok, but it was Stories that really made this campaign shine. The content felt like a window into everyday life – fridge restocks, quick chats after a run, or a family breakfast before school. It was real, reactive, and full of warmth – exactly what people connect with most.
The campaign generated over 292,000 impressions, 9,000+ engagements, and more than 200 pieces of content. But beyond the numbers, it sparked something bigger: a new way of talking about health and wellness through a community lens.
Its success shaped Yeo Valley’s future influencer strategy. We refined brief cards, added educational QR codes linking to wider marketing activity, and continued working with top-performing creators. The “Purest Protein for Miles” idea became a core brand pillar, and Yeo Valley Organic later won Best Protein-Based Food at the Women’s Running Awards 2024.
What We’re Proud Of
What we’re most proud of is how this campaign encouraged creators to explore something new. Many had never created food content before, but by experimenting with Yeo Valley Organic, they discovered new ways to tell their stories – and we learned just as much from them.
This campaign didn’t rely on big budgets or celebrity names; it relied on real people. By focusing on authenticity over aesthetics, we turned a yoghurt product into a community moment that redefined how brands can show up in the fitness and wellness space.
What’s Next
Looking ahead, we’re excited to keep working with creators in this way – nurturing long-term relationships built on mutual value. Influencer marketing should never be transactional. It’s about connection, creativity, and giving smaller voices the chance to shine alongside ethical, purpose-driven brands like Yeo Valley Organic.
Behind the Campaign
This campaign was led by Lottie Madison, Account Manager at GIFTA, in collaboration with Fern Mitton, Digital Activation Manager at Yeo Valley Production. Together, they built a campaign that celebrated community, storytelling, and the everyday reality of living well.
