Country Life sponsorship campaign hits TV screens during major ITV weekend show

Image: Spungold Productions / ITV

British butter brand Country Life has teamed up with ITV weekend show, ‘Love Your Weekend’ with a sponsorship campaign beginning in September.

Now beginning its third series, the show, presented by gardening expert and TV personality, Alan Titchmarsh, will air on Sunday mornings and celebrates all that is great about the British countryside.

Country Life, which is currently valued at £53.3 million and bought by over 14% of UK households, will be the official sponsor of the show throughout series 3, which launched on 5 September, and for a special Christmas episode. Branded idents will run throughout the two-hour episodes including via on-demand channels.

Every Sunday morning, Alan will be chatting to celebrity guests, extolling the virtues of our great British countryside, celebrating British crafts, arts, food and drink, making the show the ideal partner for one of Britain’s most well-known and loved butter brands.

Emilie Grundy, Saputo Dairy UK marketing controller, comments: “Country Life is based on the best of British: made for over 50 years with 100% British milk, sourced exclusively from Red Tractor-certified British dairy farms and is a proud supporter of the Prince’s Countryside Fund, supporting a sustainable future for British farmers and rural communities. With such a long heritage of producing great tasting, high quality and award-winning butter, its brand heartland will always be rooted in simple pleasures and the British countryside, making it the perfect partner for ‘Love Your Weekend.’

“The Covid-19 pandemic instigated a reversal of long-term sales decline in the butters and spreads category, which has sustained, with sales of butter up by 9%1 when compared with pre-pandemic volumes. As we approach the lead-up to Christmas, an important seasonal peak for the butter category, we’re confident that the ‘Love Your Weekend’ partnership will drive brand awareness and help reinforce our unique British heritage and positioning, which we know to play an important role in decision making for our target shopper and further the popularity of our much-loved British butter.”

Country Life is the only butter brand to hold a Royal Warrant, as supplier to Her Majesty The Queen’s household and is ‘Red Tractor’ assured. Country Life is available in block and spreadable formats.

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