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

Influencers, consultancies and the recruitment crisis: The key topics of conversation at Cannes Lions

cannes lions

Cannes Lions 2018: Marketers turned out in force to advertising’s biggest annual event. But away from the usual talk of purpose and creativity, some big issues such as the recruitment crisis, how advertising responds to the #MeToo movement and cleaning up the influencer marketing space were discussed.


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

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

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


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 are your guide.


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

Having problems?

Contact us on +44 (0)20 7292 3703 or email

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