It’s a wrap: Yeo Valley launches new tv campaign featuring rapping farmers

– 5million integrated marketing campaign includes exclusive deal with X-Factor –

Yeo Valley, the UKs number one organic brand, is launching its first TV campaign next month, with the aim of making organic dairy more accessible and explaining the heritage and provenance behind the Yeo Valley brand.

As part of the brands 5million integrated marketing spend, the new TV ad airs for the first time on 9^th October within ITV1s biggest show, X-Factor, tying in with an on-pack offer giving consumers the opportunity to win tickets to the live X-Factor finals in December.

To show consumers Yeo Valley is a real place, the ad was shot on location at the brands main site in Blagdon, in the heart of the Somerset countryside. The execution features four young farmers who rap about being proud of the West Country, producing organic milk to create great tasting, natural dairy products, caring for the countryside and practising sustainable organic farming.

The creative is designed to represent the brand in a fun and approachable way, and to challenge the typical communication iconography of an organic brand, ending with the new brand strapline of Live in Harmony.

The ad forms a key part of the brands strategy to make dairy more attractive to a broader audience, to make organic accessible to all and to establish Yeo Valley as the icon of British dairy.

The ad has been directed for the agency BBH by Julien Lutz, who is better known as a music video director working with for Nelly Furtado, Sean Paul, Alicia Keys, Nelly and Christina Aguilera.  All the animals featured are from the Yeo Valley farms, along with a hand-reared orphan owl named Ted, who is cared for by one of the conservation team. Some of the extras are also Yeo Valley employees.

The TV ad will form part of an integrated marketing campaign including a new website (featuring a blog and a new Farmony game where children can care for their own dairy cow), a YeoTube channel, Facebook page, Twitter stream, PR and an X-Factor on-pack offer.

The on-pack promotion, which will appear on 6.5million milk bottles and the newly launched Pots range, offers two pairs of VIP audience tickets to the X-Factor Live final, with entry via an online vote for one of three real-life farmers, each performing their own version of the Yeo Valley rap. An additional text to win promotion offers consumers the opportunity to win tickets to the X-Factor Live concert tour.

The campaign has been based on the brands belief that great tasting, organic food should be accessible to everyone and the desire to re-position British farming as progressive, modern and relevant.

Ben Cull, Head of Brand Marketing at Yeo Valley said: The campaign is a new direction for Yeo Valley, not only being on TV for the first time, but really shouting about our sustainably produced, quality organic food and being proud of our West Country roots. The ad creative supports our belief that organic produce should be accessible and affordable to all.  It uses humour to show we dont take ourselves too seriously, but that were an authentic, family run business that believes in making dairy products in harmony with nature.

Full lyrics to 60 second ad

Intro

The sun is up, the milk is chilled, its gonna be a good one, yo yo

Farmer 1

Yo Im rolling in my Massey on a summers day

Chugging cold milk while Im bailing hay

Yeo Valleys approach is common sense

Harmony in nature takes precedence

My rides my pride

Thats why youll never see it dirty

And I love it here man

Thats why Im never leaving early

Im so girt

In my cap and my shirt

Im representing for west

So hard that it hurts

Farmer 2

We make this look easy

Cause were proper modern with this farming believe me

Wind turbines theyre shining baby

And solar farming no buts no maybes

Ye, when were down with the soil association

And we do lots of what, conservation

Sustain, maintain it aint no thing

We set the bar

Real leaders by far

Chorus

Yeo Valley Yeo Valley

We change the game, it will never be the same

Yeo Valley Yeo Valley

Big up your chest and represent the West

Farmer 3

This isnt fictional farming

Its realer than real

You wont find milk maidens

Thats no longer the deal

In my wax coat and boots

Im proper farmer Giles

Now look

You urban folk done stole our styles

Im not a city dweller,

Me I like to keep it country

The air is clean and

All those cars will make me jumpy

Its different strokes

For different folk, my man

Just enjoy the results

Of what we do on the land

Farmer 4

Check out Daisy shes a proper cow

A pedigree Friesian with know how

Her and her girls they have there own name

We treat them good

They give us the cream

Chorus

Yeo Valley Yeo Valley

We change the game, it will never be the same

Yeo Valley Yeo Valley

Big up your chest and represent the West

Big up your chest

Represent the West