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.
As part of the brand’s £2.5million integrated marketing spend the new TV ad, created by BBH airs for the first time on 8th October during the first advert break of the X Factor live show . The one-off, two minute music video features 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 11th 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 of Yeo Valley said: “Following the success of last year’s campaign, we wanted to create something different, but just as exciting. 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 trade, the farming community and consumers was overwhelmingly positive and I’m confident that we’ll strike the right chord this time round. As a family owned business, we’re here for the long-term. We see a major part of our role as helping to support and grow British dairy output and to provide consumers with naturally produced, great tasting products. I’m looking forward to the reaction to this year’s campaign.”
Fans will be able to 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 6th October and the karaoke competition can be found on the Yeo Valley Facebook page from 8th October. www.facebook.com/yeovalley
The Yeo Valley ads will air on The X Factor on 8th October, 15th October, 5th November, 19th November and 11th December.