Country Life announces second year of on-pack partnership with English Heritage & Cadw
Saputo Dairy UK has announced that its Country Life British butter partnership activity with English Heritage and the Welsh historic environment service, Cadw, has been renewed for a second year.
The campaign will run across a full year and once again offers consumers an exclusive ‘2 for 1 entry’ mechanic across promotional packs of Country Life butter, granting shoppers a free entry with every purchase of a full price adult ticket to English Heritage and Cadw historic sites across England and Wales.
Geethika Bhattacharya, Country Life brand manager, commented, “We’re delighted to once again be teaming up with English Heritage and Cadw to reward Country Life shoppers with this ticket offer. The first year of our partnership has proved hugely successful for both partners, seeing over eighty two thousand promotional codes accessed across the year, with 15% of those tickets redeemed.
“With our consumers clearly appreciating the added value this partnership brings, it felt only logical to renew our commitment for a second year. We’ve worked hard with English Heritage and Cadw to reinforce the proposition and make our second year of activity even stronger, including significantly reducing the number of date exclusions on which consumers can redeem their ticket. Whilst our partners have unfortunately had to temporarily close their sites during April and May to support social distancing, we are optimistic that it will soon be possible to relax these measures; and with prospects of foreign travel unlikely over Summer 2020, appetite for UK based activities is likely to be significant.
“We remain confident therefore that the collaboration will continue to help strengthen our unique positioning and reinforce our British heritage, which we know to play an important role in decision making for our target shopper; while our refreshed promotional pack designs will help drive impact and disruption at fixture.”
Lorna Sharp, marketing partnerships manager at English Heritage, added, “We’re really excited to be continuing our partnership with the well-established Country Life Butter brand over the next twelve months. The partnership in year one drove significant uplift in visitors to our sites and proved itself as a great platform to reach new audiences in retail outlets where you wouldn’t expect to see the brand. We are very pleased with the results and look forward to seeing what we can achieve together in year two.”
Refreshed promotional packs of Country Life, spanning 250g Salted and Unsalted blocks, and 250g and 500g tubs of Country Life Spreadable, landed on retail shelves this spring.
Country Life, currently valued at £52 million, 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.