Dairy Crest's Great British Butter campaign will be re-run for six weeks from 2 November, supported by a two-week radio campaign from 23 November. It focuses on Country Life's British credentials and a promotion will also offer consumers the chance to win a hamper of award-winning British food and drink.
Brand awareness doubled to 40% last December during the first run [TNS 4 w/e 27 December 2008]. The brand's market share also reached a peak of 7.6% this summer [Nielsen 4w/e 8 August]. "In the Christmas period, this activity will reinforce consumer awareness of our key messages of taste and British provenance," said Dairy Crest marketing director Paul Fraser.