UK organic dairy business Yeo Valley is set to launch its first-ever TV marketing campaign in a bid to make its organic products “more accessible”.

The company has asked music video director Julien Lutz to develop a TV ad for the campaign.

The director, who has made videos for the likes of Christina Aguliera, has come up with an ad featuring four West Country farmers who “rap” about their pride in the region, caring for the countryside and sustainable farming.

Ben Cull, head of brand marketing at Yeo Valley said: “The campaign is a new direction 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 ad creative supports our belief that organic produce should be accessible and affordable to all.”

He added: “It uses humour to show 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.”