Interesting to see that food producer Yeo Valley has reported increased sales that it attributes to its Live In Harmony marketing campaign. This campaign included this hugely successful rapping farmers video . . .

More interesting is the fact that the video was not an original idea. Check out this video from some Canadian rapping farmers from more than a year ago . . .

What Yeo Valley has demonstrated is that great content delivered in the right way can be really engaging – it also helped to run the ad in the first ad break of a new series of X-factor. 

Here is another example of using a great example to your own advantage. This time Sesame Street did a great job of jumping on the Old Spice bandwagon.

 

Ideas are invariably recycled – it's just how you execute them that counts. For Yeo Valley it has been a very worthwhile exercise.

[Many thanks to Tim Relf and Adam Tinworth who shared some of these thoughts at an Elevenses session I curated on viral video].