Country Life butter maker Dairy Crest says the John Lydon-starring “Great British Butter” campaign helped increase sales by 85 per cent.
The company says the campaign, created by Grey London, “delivered increased brand awareness” boosting spreadable volume sales in the third quarter.
Ex-Sex Pistol Lydon was revealed as the new face of Country Life last September. The television ad, which shows Lydon travelling around Britain musing over why he enjoys the butter, is part of a £5m relaunch of the brand.
Dairy Crest says group sales for the nine months ending 31 December rose 4% over last year with cheese brand Cathedral City registering a 14% bump in sales.
It adds expectations for the full financial year are still in line with its November guidance.
Dairy Crest is reportedly 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.
Separately, Country Life is to sponsor TV channel Blighty for two weeks from its launch on the 17th February.