Country Life to bring back Lydon ad

Country Life is re-introducing its Great British Butter campaign, featuring Sex Pistols front man John Lydon.

The ad will return to TV tomorrow, aiming to highlight the brand’s British credentials. The campaign will also benefit from a three-week burst of radio activity.

In the ad, Lydon who was also known as Johnny Rotten, speaks about the Country Life’s British credentials and “fresh creamy taste”, as well as dispelling the myth that Anchor is from Britain.

When it last ran, Country Life butter maker Dairy Crest said the campaign helped increase sales by 85% .

Paul Fraser, Dairy Crest marketing director, says: “This activity is designed to continue the momentum generated by the original Great British Butter campaign. We know that provenance is still important for our consumers and Country Life is still the only major British butter brand – a fact that we’re very proud of! We want to remind people that if they’re looking for a delicious tasting British butter, Country Life is the only brand that can give them what they want.”



BA’s problems begin when the strikes end

Mark Ritson

As another five-day strike draws to a close, discussions between British Airways’ senior management and the unions representing its cabin crew will start once again. At some point – perhaps even in the next few days – the industrial action that has been eviscerating BA’s operations since November will come to a close.

Sell to people, not demographics

Marketing Week

Richard Madden is spot on to highlight the fact that in order to cross-sell, businesses must start taking note of what their individual customers want and how they behave (“Cross-serving is the secret behind successful cross-selling,” MW 10 June). But so many companies are fundamentally hindered and unable to do so because of the way in which they collect and analyse their online customer data. Too many companies anonymise and generalise their customer data into demographics and homogenous groups. But demographics don’t buy, individuals do!


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