This was Yeo Valley’s difficult second album after the success of the rapping farmers the previous year. We needed to be bigger and better, so we launched a boyband - The Churned - and debuted in primetime Saturday night television, taking over a whole adbreak of the X-Factor. It only screened 6 times, but this was one of the first ads to use social media and second watch on YouTube to amplify the campaign. We had imitations pop up almost immediately and ran a Facebook sing-a-long competition, with the highest scoring singer appearing in the ad for the X-Factor final. And to top it all off, the song even spent two weeks in the iTunes Top 40 Chart.