The £5m integrated campaign comes as a study by YouGov SixthSense reveals that price is still a deterrent against buying organic food for almost 60% of people.

Yeo Valley aims to demonstrate that it is “changing the face of the organic food category” and claims that the campaign “reverses the typical expectations of an organic brand” by using music to get the campaign message across in a fun, approachable way.

The TV activity is part of a broader integrated campaign, created by BBH, and introduces the brand’s digital presence by encouraging viewers to search for Yeo Valley to access its new website.

The brand has created an “interactive, video-rich experience” to take visitors on a “journey into the real Yeo Valley” with panoramic views of the farm.

Yeo Valley has also launched a social media campaign with Twitter and Facebook to engage consumers with the story of the brand as well as a branded YouTube channel dubbed YeoTube.

Yeo Valley’s Live in Harmony campaign breaks on Saturday (9 October) during The X Factor with a two minute ad spot.

Ben Cull, head of brand marketing at Yeo Valley, says: “The campaign is a new departure for Yeo Valley, not only being on TV for the first time, but really shouting about our sustainably produced, quality organic food and being proud of our West Country roots.”

“The humour shows we don’t take ourselves too seriously, but that we’re an authentic, family run business that believes in making dairy products in harmony with nature.”