Dairy Crest Announces Renewed Investment for Country Life Butter

With a clear vision of driving Country Life sales and growth, Dairy Crest has announced a new marketing campaign including a renewed TV campaign and an on-pack promotion that celebrates the brand's provenance and quality credentials. Commencing early November, the ground-breaking campaign champions the brand's relationship with the Red Tractor scheme.

"Our research shows that consumers find the fact that we source all our milk from UK dairy farmers to be hugely motivating. Provenance coupled with our quality credentials is something we want to highlight with this new campaign and the Red Tractor* scheme plays an innovative and vital role in our activity," said Dairy Crest Marketing Director, Paul Fraser.

The existing 'Animals' TV campaign has been revamped to illustrate Country Life's British provenance and quality credentials by highlighting the brand's Red Tractor endorsement. The heavyweight campaign will be running nationally from 12th November and is the first time the Red Tractor marque will be used on TV.

Colin Smith, Chairman of Assured Food Standards said, "We are delighted to have a respected organisation like Dairy Crest certified to use the Red Tractor mark and we acknowledge their commitment to sourcing farm assured, British produce."

The new TV is supported by a through-the-line campaign to drive sales and loyalty. Spanning an on-pack promotion, digital and PR activity; the campaign is designed to engage with existing consumers as well as targeting new audiences. The theme running through the BTL activity is fresh, home-grown, British produce.

The on-pack activity, which rolls out at the start of November, offers consumers the chance to win a weekly organic vegetable box delivered to their door for a year. Daily draws will take place from 14th Nov – 22nd Feb, excluding a two week Christmas period.

The on-pack promotion drives entrants to a new promotional website www.enjoycountrylife.co.uk which will encourage further brand interaction and encourage data-capture.

Tactical PR activity has been put in place to support the campaign targeting national media to complete the integrated plan