John Lydon ad boosts Dairy Crest sales

Country Life butter maker Dairy Crest says the John Lydon-starring Great British Butter campaign helped increase sales by 85 per cent.

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.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

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

THE BEST CONTENT

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.

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 are 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.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

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