Dairy Crest is spending £1.5m on its latest campaign for Country Life butter, which will feature the debut of Assured Food Standards' Red Tractor on TV. The brand was one of the first products to use the logo in 2004 but has never used it in its TV advertising. Dairy Crest's research indicated that consumers were "hugely motivated" by the fact it sourced all its milk from UK dairy farmers, said marketing director Paul Fraser. "Provenance coupled with our quality credentials is something we want to highlight with this new campaign and the Red Tractor plays an innovative and vital role in our activity." The campaign, which breaks on TV on 12 November, will be supported by an on-pack promotion to win a weekly veg box delivery for a year and will flag up its promotional website www.enjoycountrylife.co.uk.

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