Read up on how this iconic brand knocked the spots off the competition.

Aims

Reinforce the "Britishness" of Country Life Butter and build on the John Lydon creative that had just launched

Media Solution

For Country Life to become Blighty's channel launch partner
The sponsorship ran for two weeks, and Country Life received branding on all launch marketing and menu boards
After the initial sponsorship Blighty created the Best of British programme strand which Country Life sponsored for 12 months
The Best of British strand featured shows such as Coast, How We Built Britain and Made in Britain
As part of the partnership, Blighty was promoted on 3 million butter tub covers

This campaign reached 23 million adults and Country Life saw a +27% rise in sales over the period
Country Life was the third most spontaneously recalled butter brand during the campaign
Country Life was the most recalled brand and Blighty viewers were significantly more likely (56% vs. 47%) to be aware of any activity
At the end of the deal, over two thirds of Blighty viewers recalled seeing the sponsorship
Brand perception increased:-
Blighty viewers were more positive to the brand and felt that the sponsorship was appropriate
Blighty viewers were 85% more likely to say Country Life is made in Britain

Crucially, as the partnership progressed, Blighty viewers were significantly more likely to purchase Country Life butter than non-viewers.