In a move designed to further highlight Country Life’s unique British provenance, Dairy Crest has announced a six-figure sponsorship deal to support the launch of the new UKTV channel ,’Blighty’.
Blighty will celebrate all that is great, unique and inspirational about Britain today and showcasing programmes such as Coast, the channel is both demographically and attitudinally a perfect fit with Country Life’s target audience.
Capitalising on the impact of its ‘Great British Butter’ campaign featuring Johnny Rotten, Country Life is experiencing record levels of brand awareness.
Currently worth £59m, it has grown in value by 37% and in volume by 26% during the last year, making it the fastest growing butter brand in the UK.
As a first for the brand, Country Life, the only leading butter brand made exclusively with the milk from our British dairy farms, will exclusively sponsor the entire channel for the launch fortnight.
Further to that, it will sponsor the “Best of British” programming strand for a further 50 weeks, giving the brand substantial presence on the channel for the forthcoming year.
Paul Fraser, Marketing Director at Dairy Crest commented: “We think our butter tastes the best, but most people don’t know that Country Life is also the only major butter brand that is British!
“Blighty is a great link up to help us spread that message to a British food loving nation.”
Adrian Wills, Blighty’s Channel Head added: “Blighty aims to be playful and slightly subversive, so we’re really pleased Country Life has decided to sponsor our channel launch.
“The campaign featuring Johnny Rotten hit just the right note with us, mirroring the tone and quirky brand values Blighty will espouse – so all in all, a great fit.”
The sponsorship kicks off at 09.00 on Tuesday 17th February when the digital channel goes live on-air for the first time.
Packed with programmes that explore the complexity, irony, contradictory and definitely quirky traits of modern Britain, Blighty will revel in what makes this country brilliant.
Source: Dairy Crest
