Country Life partners with English Heritage & Cadw for on pack campaign


Dairy Crest is pleased to announce a new, year long, partnership with English Heritage & the Welsh historic environment service, Cadw, for its Country Life British butter brand. 

Launching in early February the campaign, which will feature a standout ‘2 for 1 entry’ offer across promotional packs of Country Life, offers shoppers a free entry with every purchase of a full price adult ticket to English Heritage & Cadw historic sites across England and Wales. 

Elise Eklund, Country Life brand manager, comments: “We’re delighted to be teaming up with English Heritage and Cadw to reward Country Life shoppers with this ticket offer. Together, working to conserve over 500 historic buildings, monuments, landscapes and heritage sites of England and Wales, the two organisations embody the enduring values of tradition and heritage to which Country Life is aligned. 

“Having a strong affinity with our target shoppers, for whom authenticity, local sourcing and British made products play an important role in decision making, we are confident our new partners will help strengthen our unique positioning, while our impactful promotional pack design will help disrupt at fixture.”

Lorna Sharps. marketing partnerships manager at English Heritage, adds: “We’re really excited to be working in partnership with the well-established Country Life Butter brand over the next twelve months.  Country Life customers will have the opportunity to stand in the places where history happened and experience England’s rich heritage through the on-pack offer. The partnership gives English Heritage a great platform to reach new audiences in retail spaces where you wouldn’t expect to see the brand.” 

Underpinning the on pack promotional campaign Country Life is engaging with English Heritage in a number of other ways including special promotions and competitions for members and a volunteering pledge which will see Dairy Crest staff contribute their time to support diverse English Heritage projects.

Promotional packs of Country Life, spanning 250g Salted and Unsalted blocks and 250g and 500g tubs of Country Life Spreadable, will land on retail shelves from w/c 4t February.

Country Life, currently valued at £52.4m remains a household staple bought by 16% of UK households. Made with 100% British milk, sourced exclusively from British dairy farms, the brand is well placed to capitalise on the growing trend towards buying British.