Country Life gets a full £6m revamp

Dairy Crest is pouring £6m into the relaunch of Country Life Spreadable butter. It starts the revamp next week with a £3m television ad campaign created by Grey London.

Dairy Crest, which bought the Country Life brand late last year, aims to build the butter brand into a super brand. Marketing director Richard Tolley says the campaign “marks the start of a serious commitment to Country Life from Dairy Crest”.

The TV campaign, called Cityside, includes 40-second and a 30-second executions, marking Country Life’s first national appearance on air for 20 years.

The ads target ABC1, 35- to 44-year-old women with the theme of bringing a taste of the country to everyone, wherever they are. It features animals helping with household chores. The ads carry the strapline “Enjoy the taste of Country Life”. Media planning and buying is by John Ayling & Associates.

As well as the TV ad campaign, which runs until Christmas, there will be an experiential roadshow, PR activity and the sponsorship of a guide to farmers’ markets.

Dairy Crest claims that Country Life is the fastest-growing spreadable butter brand in terms of sales. Other Dairy Crest brands include Utterly Butterly, St Ivel Gold and Cathedral City cheese.

Latest from Marketing Week

Marketoonist on GDPR

The Marketoonist

Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here