John Lydon's turn on the Country Life advert has helped the brand to almost 30% year-on-year growth.

Dairy Crest butter sales have risen 29.4% over the past year to £60m [Nielsen 52w/e 21 February 2009], boosted by the performance of Lydon, previously known as Sex Pistol Johnny Rotten. Brand awareness peaked at 40% in December [TNS, 4w/e 27 December 2008].

"This has leveraged our British provenance credentials, which consumers find compelling when choosing butter," said marketing director Paul Fraser.