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Editor's Pick. Yeo Valley's X Factor Advert 2011 - The Churned 'Forever'

Client: Yeo Valley

Agency: BBH

This ad from Yeo Valley, which made its debut during ITV's X-Factor on October 8, has already become a YouTube (or is that Yeo Tube?) hit. 

Last year the brand ran an ad featuring a a bunch of farmers rapping about a rural way of life.

This year Yeo Valley attempts to top the success of its rapping farmers by creating fake boyband "The Churned" and getting them to sing a ballad entitled "Forever" - complete with lyrics such as "Yeo Valley, Naturally. We won't change, no never. We'll farm this way forever and ever".

Last year's rapping farmers became Twitter's top trending topic and a YouTube sensation - amassing nearly two million hits and spawning hundreds of spoofs and spin offs. That campaign resulted in a 15% sales uplift for the brand.

This year's ad has been put together to a budget of £2.5m and aims to raise awareness as to the heritage of this organic, family owned brand.

Shorter versions of the two minute ad will appear during X Factor ad breaks on October 15, November 5, November 19 and December 11.



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