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Yeo! Dairy’s Rapping Farmers Are Da Bomb on X-Factor, Fo’shizzle

Kenneth Hill | 11.10.10

Yeo Valley Rappers Yeo Valley busted out its £5 million advertising campaign this weekend, slotting in an ad on X-Factor that features rapping farmers putting the cool in sustainability, things organic and Yeo Valley, the UK's largest organic brand.

The new rap ad knocks one out of the park: a smart, funny, catchy, unexpected spot, placed on the top-rated TV show in the UK, posted online and poised for viral sharing. The song and the rapping farmers are irresistibly fun (you can download the ringtone), and will go a long way in giving a whole new rap to sustainably produced, organic food.

The four young farmers - plus extras including Yeo Valley staff, their cows and an awesome owl known as Ted -- serve as the hippest ambassadors ever for the West Country and Yeo's suite of organic products.

"Our farmers aren’t rapping about their bling, girls and fast cars but instead about our cows, tractors and wax jackets — matters a little bit closer to home," blogs Ben Cull, head of brand marketing at Yeo Valley, on the company's new interactive web site.

Yeo's new site sports links to their presence across social media platforms (profiles at twitter.com/yeovalley, Facebook, and "YeoTube"), plus personable and accessible video clips featuring founder Mary Mead, and son Tim who runs the Blagdon-based, family-owned dairy farm that prides itself on being a "real place" working in harmony with nature.

Admirably, Yeo Valley has a strong commitment to maintaining a low-carbon footprint, too. For example, their new pots are 100% recyclable and made from 80% recycled material, they use green energy to run the dairies and they employ double-decker trailers to move more product which results in fewer lorries and less fuel.

Bottom line: this ad is a true winner.

PS: It won't hurt the image of the Young Farmers' Clubs either. Peace out.