The tough trading climate may have dented the ad spend of some key players Country Life, Bertolli and standard Flora but others have been digging deep.

According to Ebiquity [31 March 2011], Arla has been the category's biggest brand spender with investment almost doubling over the past 12 months. Its Good Food Deserves campaign for Lurpak saw its brand spend on leap by almost 23%.

It also ploughed heavyweight support into Anchor's 125th anniversary celebrations, including a high-quality TV and cinema ad. Unilever's £2.8m support for Flora pro.activ included a £1m TV campaign behind new Flora pro.activ Butter a threefold rise in ad spend, says Unilever UK.

Dairy Crest's £767,000 spend behind Utterly Butterly, which represents just over half the amount spent by Unilever on I Can't Believe It's Not Butter, appears to have helped limit any further damage caused by its continued absence from Asda and Sainsbury's.

Focus On Butters & Spreads