Ad breakdown: Yeo Valley boyband
THE ADVERT: Yeo Valley
THE BRIEF: Make an advert as successful as last year's hit which featured a two-minute video by a bunch of young farmers rapping about the rural way of life.
THE SCHTICK: Get a fake boyband called The Churned to sing another farming-centred song, this time called Forever.
THE BREAKDOWN: So, you ploughed your entire annual £5m TV advertising budget into just one ad campaign - your first-ever - and the gamble paid off. Big time.
Last year Yeo Valley's rural rappers delighted viewers. Aired during X Factor, the rap secured "most viewed" status on Facebook and YouTube and trended on Twitter. Released on iTunes, the rap briefly became the number one music download in the UK.
The advert drew on the cliches of the rap world. There was lots of posturing, crotch grabbing and classic hip-hop hand gestures, the twist being they were done by young "farmers" dressed in Barbour and standing in a field in Somerset. Lyrically, the song referenced "rolling" in Massey tractors and "representing" the west - the West Country that is.
Now, a year on, it's time for advert number two. No pressure then. It's like that frightening second album, no-one wants to be a one-hit wonder. So Yeo Valley has stuck with its winning formula, with one important tweak. This year's advert features a fake boyband called The Churned.
Visually it's instantly recognisable for fans of last year's ad. Same location, same type of clothes and same pretty young faces. This time we see four strapping young "farmers" getting all emotional about living in harmony with nature.
Again drawing on all the cliches of the genre, there's a cheesy dance routine, vocal key changes that are done while getting up from chairs and more six-packs than the Yeo Valley farm in Blagdon has probably ever seen before. There is also a token young woman who walks around eating yoghurt seductively.
For the company the aim of the new campaign - just like the previous one - is to bring an organic product to the masses, to make it mainstream. In pop music you don't get much more mainstream than a boyband.
Also, what with the advert being screened again in the middle of X Factor, it's an opportunity to have a little fun. The talent show is the spiritual home of boybands, with two competing in this year's live finals. Plus there just happens to be a member of probably the UK's most successful boyband Take That on the judging panel, along with the man who created two of the pop world's most cheesy, Westlife and Boyzone.
The production is very slick, rather cleverly leaving you with the impression that The Churned could actually challenge any of the boybands on X Factor.
Again there is an interactive element. It's also running a karaoke competition where the winner will star in the final Yeo Valley TV advert due to air during The X Factor live final. There are also other short films on YouTube, including one about the making of the advert and on how to learn the dance routine.
The message the company is trying to get across is that Yeo Valley is in harmony with nature, that it is a business that is passionate about farming naturally and thinks doing things the organic way makes a big difference.
But staying with a former winning formula is not without risk. Subsequent adverts can feel contrived, too laboured. What is a novelty first time round can be a bit of a bore the second time. Will people still buy into the gimmick of showing supposed farmers as you've never seen them before?
Initial stats suggest so, according to Yeo Valley. Immediately after the video's debut, Yeo Valley became a number one worldwide trending topic on Twitter. The video has already been viewed over 133,000 times on YouTube and has generated 9.6 million "tweet impressions". Released as a single, Forever charted at number 32 in the iTunes chart just two hours after appearing on the show.
Young farmers have never been so popular.
THE BLOGGER'S VERDICT: Marketing consultant Tamsin Fox-Davies says: "I didn't watch X Factor this weekend, but I knew all about this because it was all over Twitter (and I mean all over). It's hilarious - 'just ask our happy Friesians'. It's relevant and targeted - they're singing and it was on during the X Factor, and it is designed to appeal to an X Factor audience. It's got great production values. This is no half-hearted effort. The band even have a name, The Churned. It's catchy (I'm humming it). It's genuinely informative, without being boring. It's cool. It leaves you wanting more, and then tells you how to get it (Facebook). Lesson: If you can stand out and have fun, people will talk about you. However, if you're going to go with funny-ha-ha, make sure you're talking to the right people, so they don't think you're just funny-peculiar."
Compiled by Denise Winterman