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.