Yeo Valley brand creates boy band

Following on from its successful rapping farmers ad from last year, the Yeo Valley organic brand is to air a new music-based commercial during the 2011 X Factor live shows this week ,as it looks to build on its new found association with music.

Filmed in Blagdon, Somerset, the two-minute music video features a farming inspired boy band, called Churned, performing a ballad against the backdrop of a rural landscape.  The four farmers - Aiden, Zak, Bradley and Matt - will sing about Yeo Valley's West Country heritage, as they drive tractors, feed calves and wander over the Mendip Hills.

The ad will make its debut on 8th October during ITV's X Factor, followed by shorter versions throughout the X Factor run. The single, entitled ‘Forever’, is available to buy via iTunes from today.

The previous Yeo Valley commercial notched up 1.9 million hits on YouTube and numerous parodies. However, this year the digital focus of the campaign will be on Facebook, where the brand will be running a Karaoke competition, inviting visitors to sing along to the ad.

The move into entertainment by a fairly unexpected brand such as Yeo Valley is an interesting precedent, which highlights the value a strategic music pairing has for household products that perhaps previously felt they didn’t have a right to play in the music business.

"In advertising, you have two choices: you can force the product down people's throat or entertain them," said Yeo Valley managing director Tim Mead. "We've chosen entertainment, so they talk about us, and hopefully achieve the same results or better. The sums we are investing will merely match what foreign-owned companies like Müller and Danone have spent every eight weeks for the last five years."

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