Organic dairy manufacturer Yeo Valley is showing all the lazy cows out there the importance of exercise in its first TV campaign.

A series of lighthearted adverts focus on one cow in particular, which will be seen jogging, swimming and receiving a post-exercise massage as part of its regime to stay healthy.

They have been developed as part of the com­pany's sponsorship of new ITV lifestyle TV series Looking Good, Feeling Great, hosted by Fern Britton, which starts this week and runs for 15 episodes over three weeks.

Yeo Valley marketing director Ben Cull said the adverts would work well for the brand, which produces organic yoghurts, butters and cheese. "This is our first trial of TV work," said Cull. "We chose it because the programme is targeted at an ideal audience, with a high level of viewers predicted to be ABC1 women."

Animal rights activists can rest easy - Yeo Valley assures that "no cows were ill-treated during the making of the commercials".