Dairy brand Yeo Valley Organic is returning to TV screens for the first time in a decade with a new integrated campaign focusing on its West Country roots.

Titled ‘Delicious is at the heart of everything we do’, the stripped-back spot depicts the journey of Yeo Valley’s product from farm to fridge, originating in its flagship Somerset farm.

The new ad forms the centrepiece of a £3 million campaign that looks to “reconnect” the brand with its consumers after such a long absence from their TV screens.

“Our new ad showcases why nature is a source of eating well, by connecting our passion for the land and natural world to a rich taste experience,” Yeo Valley Organic CEO Tom Wright said.

Subscribe to Marketing Beat for free

Sign up here to get the latest marketing news sent straight to your inbox each morning

“It is also an opportunity to continue building awareness of our regenerative organic farming credentials, which enables us to create natural healthy food.”

Currently running across the ITVX portfolio, the ad has received support as part of ITV’s ‘Backing British’ initiative which looks to bring homegrown brands back to TV screens.

ITV business development director Jason Spencer added: “It’s great to see Yeo Valley Organic once again back on our TV screens. As the UK’s leading commercial broadcaster, ITV is totally focused on helping businesses of all shapes and sizes to grow.”