Advertising during the current series of The X Factor boosted Yeo Valley's sales by more than 10 per cent.
This equates to a 386,000-pot uplift for the organic yoghurt business. Yeo Valley spent its entire annual ad budget on TV ads shown throughout the live shows. The ads, showing its made-up boy band, The Churned, followed last year's campaign featuring rapping farmers. Yeo Valley's turnover for the year to May 2011 increased to £201.7m.