Following the success of its rapping farmers in 2010, Yeo Valley, the UK’s number one organic brand, is launching a new campaign as part of ITV’s The X Factor.

The TV creative will air for the first time on 8^th October as a one-off, two minute film and will feature a farming-inspired boy band called ‘The Churned’, singing a ballad-style track titled “Forever”. Shorter versions of the ad will appear as part of the on-going X Factor run.

To show that Yeo Valley is a real place, the ad was shot on location in Blagdon, in the heart of the Somerset countryside, where the original farm is situated and where the company is still based. The ad features four farmers singing about the Yeo Valley ethos of farming in harmony with nature, as they drive tractors, feed calves and wander over the Mendip Hills.

The ad launch ties in with the first Facebook karaoke competition of its kind, where Facebook users can sing along to the Yeo Valley ad music and will be rated on their performance. The winner of the competition will have the opportunity to feature in a 30 second version of the TV ad, which will appear as part of the live X Factor final on 11^th December.

The creative is designed to represent the organic dairy brand in an entertaining and approachable way and aims to build on the success of the 2010 campaign, which was Yeo Valley’s first ever TV advert. Last year’s rapping farmers advert became Twitter’s top trending topic worldwide, received 1.8m YouTube views, inspired hundreds of spoofs and remixes and generated over 200 groups lobbying for a Christmas number 1.

This year’s ad forms a key part of the company’s long term strategy to make organic dairy modern and accessible and to explain the heritage and provenance behind the family-owned Yeo Valley brand.

Tim Mead, Managing Director at Yeo Valley said: “Following the success of last year’s campaign, we wanted to create something that was just as exciting and different. We want to communicate our passion for sustainable farming, promote our range of quality yet affordable organic food and showcase our West Country roots.”

He continues: “Last time, the feedback from the farming community was overwhelmingly positive and I’m confident that we’ll strike the right chord this time round. As a family owned farming business, we’re here for the long-term and so we see a major part of our role as helping to support and grow British dairy output. I’m looking forward to the reaction from consumers and the British farming community to this year’s campaign.”

Fans can watch the new video on YouTube or via Yeo Valley’s website www.yeovalley.co.uk. The single will be available to download on iTunes from 6^th October and the karaoke competition can be found on the Yeo Valley Facebook page from 8^th October. www.facebook.com/yeovalley