Wyke Farms MD Richard Clothier is to be the latest star in Asda's Christmas TV campaign to promote the producers behind its Extra Special foods.

The ad which will debut on 6 December was filmed at Wyke Farms in Somerset and will promote Asda's Extra Special Somerset Vintage Cheddar.

The ad shows viewers the Wyke Farms tasting room, the trophies the company has won as well as shots of the Somerset countryside. Clothier explains that the cheese is matured in wooden casks for 15 months, ending his set with: "They call it Extra Special... because it is."

The Wyke Farms ad follows ads that showcased Adrian Ivory, a beef farmer, as well as Jean-Claude Mas, a wine producer from the South of France. "We are very proud of our Christmas ad campaign this year," said Simon Eyles, head of private label at Asda.