Dairy Crest set to rebrand milk lines as Country Life


Dairy Crest is planning to relaunch all its milk brands under the Country Life banner in a move believed to be part of the company’s strategy to consolidate its marketing spend in one area.

This week it launched a new TV campaign for Country Life fronted by former Sex Pistols singer John Lydon – aka Johnny Rotten – as part of Dairy Crest’s bid to revamp the brand.

It is thought the new campaign for its butter brand is just the beginning of wider changes that will encompass its milk brands.

A Dairy Crest spokesman says: “Following the successful launch of Country Life organic milk in 2006, we are rebranding our Dairy Crest branded milk as Country Life in the near future. It is important to clarify this does not include our other dairy brands such as Frijj.”

The changes are being led by Dairy Crest marketing director Paul Fraser, who recently joined the company, and will be his first major marketing initiative.

In the milk sector, Country Life’s nearest competitor is the Cravendale brand, which is owned by Arla. According to Nielsen’s Top 100 Grocery Brands for 2007, it was the second fastest growing brand, with a 30.6% rise in sales.

Its strong showing followed a £6m marketing investment in the relaunch of Cravendale last year when Arla unveiled a new strap-line: “Cravendale is not just any milk. It’s filtered to make it pure” and launched a TV and print ad campaign.

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