Dairy Crest is once again pitting Country Life butter directly against rival Anchor. In a new £2.5m ad campaign, radio listeners will hear former Sex Pistol John Lydon ask: "Do I buy Country Life butter because, unlike Anchor from New Zealand, it supports our great British dairy farmers?" Print ads will also run in national newspapers, promoting both its prominence and its taste.

"We were surprised by research that showed 39% of Anchor consumers are under the misconception it is a British brand," said Dairy Crest marketing director Paul Fraser.