Johnny’s back with a great British butter

Wednesday, 28 October 2009
Country Life will be back on TV in November with its Great British Butter campaign, featuring Sex Pistols front man, Johnny Rotten.

This follows the success of the last burst that saw Country Life over-take Anchor in value share for the first time ever, hitting 7.6% value share peak.

The John Lydon advertising campaign successfully delivers key messages as consumers recalled Country Life's British credentials and fresh creamy taste. It also drove household penetration and doubled spontaneous brand awareness, which peaked at 40%.

The new TV campaign is live from 2 November for six weeks and will be complemented by a radio campaign from 23 November for two weeks, highlighting the butter brand's British credentials.

The advertising campaign will be supported by a coverleaf promotion offering consumers the opportunity to win a hamper of Award Winning British food and drink, as well as direct marketing and PR support.

Paul Fraser, Dairy Crest Marketing Director, comments "This activity is designed to accelerate Country Life's existing success and growth. In the key Christmas trading period, it will reinforce consumer awareness of our key messages of taste and British provenance".

Source: Dairy Crest
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