Yeo Valley – Yeokens Loyalty Scheme

The challenge

Yeo Valley runs one of the UK’s most ambitious branded loyalty programmes- Yeokens. Customers earn points through product purchases and online challenges, then redeem them for merchandise, prize draw entries, partner offers, and charitable donations.

But a programme this rich in mechanics comes with compliance complexity. With multiple redemption paths, time-sensitive codes, expiry rules, charity voting, and third-party partner terms all running simultaneously, the risk of participant confusion- or worse, a compliance failure is significant.

Yeo Valley needed a promotional partner who understood both the legal framework and the customer experience.

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What PromoVeritas did

PromoVeritas worked with Yeo Valley to build a robust terms and conditions framework for the Yeokens scheme, covering:

• Eligibility and entry mechanics — clear rules across purchase-based and challenge-based Yeoken earning, including QR and unique code redemption
• Reward structure compliance — ensuring prize draw mechanics (Monthly Raffle, Little Yeos, Play to Stay, Dairy-Go-Round instant win) met UK promotional law requirements
• Charity donation mechanics — structuring the quarterly charity voting and prize pot allocation (£1,500 for winners, £1,000 each for runners-up) in a legally sound, transparent way
• Account and expiry governance — protecting Yeo Valley from liability around dormant accounts, scheme closure, and Yeoken expiry with appropriate notice requirements

The result

The Yeokens scheme has been running continuously across multiple product lines and quarterly charity cycles.

The complexity of the programme- spanning instant wins, monthly raffles, partner offers, and charity voting- has operated without reported compliance failures, giving Yeo Valley the confidence to expand the scheme over time.

Why it matters

Loyalty schemes are a different beast to one-off promotions. They’re open-ended, multi-mechanic, and built to scale — which means the legal and operational risks compound over time.

A standard promotional T&C protects you for a fixed window. A loyalty programme needs to hold up across product changes, partner agreements coming and going, prize draw cycles, charity partnerships, and an ever-growing base of participants who each have account history, accumulated points, and expectations.

The failure points are rarely obvious at launch. They show up six months in, when a partner withdraws an offer and participants feel misled. Or when a code expires and a customer complains they weren’t warned. Or when an inactive account is closed and someone comes back to find their Yeokens gone. Each of these moments is a potential complaint, a negative review, or — in the worst case — a regulatory issue.

Getting the terms right from the start doesn’t just protect the brand legally. It protects the customer experience. Clear rules around how points are earned, what they can be spent on, what happens when availability changes, and how the scheme might eventually close — all of that builds the trust that makes a loyalty programme worth running in the first place.

For Yeo Valley, with a programme spanning yogurts to ice cream, instant wins to charity voting, and a participant base across the whole of the UK, the stakes were high. PromoVeritas ensured that every mechanic had the legal scaffolding to support it — so the team could focus on running a great programme, not firefighting complaints.

Email us:

info@promoveritas.com

Call us:

+44 (0)203 325 6000

Write to us:

PromoVeritas Ltd, Monument House,
215 Marsh Road, London, HA5 5NE, UK