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Haygarth supports Country Life ad campaign below the line
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In a move to celebrate Country Life butter’s British provenance, Dairy Crest is launching a new high-profile marketing campaign featuring British icon John Lydon in his first-ever TV ad. 

Created by Grey London, the ad forms part of a £5 million relaunch campaign for the brand that is set to deliver aggressive sales growth, drive household penetration and raise brand awareness. 

Launching on October 1, the ad sees Lydon gallivanting around Britain questioning why he enjoys Country Life butter, before deciding that he buys it simply because he thinks it tastes best.  It ends with the strapline ‘It’s not about Great Britain, it’s about Great Butter’.  The ad also extends to a two-week poster campaign and is supported by new look packaging and through the line activity.

Marketing director Paul Fraser commented: “The new ad is a real first for Country Life and the category. We selected John Lydon to front the new campaign as his British iconic status and unique style will allow the brand to cut through the traditional established butter advertising that consumers are rather bored with.”

In store, the re-designed pack by Brand Opus retains Country Life’s iconic gold packaging but has a new British oak tree graphic that gives a strong brand identity and creates greater standout and clear range navigation on shelf. 

The supporting below-the-line activity, created by Haygarth, encompassing experiential, digital and an extensive PR programme is designed to amplify and enhance the TV activity. 

A new-look website, reflecting the modern feel of the campaign includes a pledge button where consumers can click through and pledge their commitment to buying British food – www.enjoycountrylife.co.uk  

“Our British provenance gives us a unique competitive advantage in butter which we know resonates with our consumers and coupled with the delicious taste of Country Life will drive reappraisal. This exciting and groundbreaking campaign will mean that consumers will know great tasting butter and buying British go hand in hand, " Fraser said.

October 1, 2008
 
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