Dairy Crest is stepping up its focus on promoting the Britishness of its Country Life butter by sponsoring new TV channel Blighty.

“Most people don’t know Country Life is the only major butter brand that is British,” said Dairy Crest marketing director Paul Fraser. “Blighty is a great link-up to help us spread that message to a British food-loving nation.”

Blighty’s schedule will include British-themed programmes such as Coast. Country Life’s brand values were therefore a great fit for Blighty’s playful and slightly subversive style, according to Blighty channel head Adrian Wills.

Dairy Crest will exclusively sponsor Blighty, which goes live on 17 February, for its first two weeks. It will then sponsor the channel’s run of Best of British programmes for a further 50 weeks.

The six-figure sponsorship deal follows Country Life’s Great British Butter campaign last year.