Country Life and Kingsmill launch ‘Tasty Treats’ on-pack joint promo
Friday May 15, 2015 at 11:03am
Country Life, the Dairy Crest-owned butter and spreads brand, is launching a brand new ‘Tasty Treats’ on-pack promotion in collaboration with bread brand Kingsmill. The promotion will run across Country Life Spreadable and Country Life Spreadable Lighter 500g packs until the end of June and will be highlighted with an on-pack flash advertising a prize draw to win designer toasters and £2money-off coupons for Kingsmill. Aligned to ‘Perfect Partners’, one of Dairy Crest’s ‘Dairy for Life’ category growth drivers for Butters, Spreads and Oils, ‘Tasty Treats’ aims to drive the everyday relevance and consideration of butters and spreads across host occasions including toast, crumpets, muffins and waffles. By reminding shoppers that Country Life Spreadable enhances host foods and makes them even more delicious, Dairy Crest hopes to encourage shoppers to buy into the brand more frequently. Each shopper purchasing a 500g pack of Country Life Spreadable or Country Life Spreadable Lighter during the promotional period will have a one in three chance of finding a winning code that entitles them to a £2 off voucher, redeemable against Kingmill products. There are also hundreds of opportunities to win a premium toaster. Emilie Grundy, Senior Brand Manager – Butter at Dairy Crest, says: “We are really excited to be partnering with Kingsmill to launch this on-pack promotion on our British butter & spreads brand, Country Life. With the recent resurgence in the popularity of butter, this is the perfect opportunity to remind consumers that Country Life makes all their bakery favourites taste even more sumptuous.” The ‘Tasty Treats’ on pack promotion will be supported online on the Kingsmill and Country Life websites and via social media on Country Life’s Facebook page. The total Country Life brand is currently valued at £60m with Country Life Spreadable achieving 3.8% year on year growth, ahead of the average for the Spreadable Butter sector.