Country Life was the No. 4 butter in Great Britain, behind Lurpak (from Denmark) Anchor (from New Zealand) and Kerrygold (from Ireland). I developed a brand campaign, which changed the butter category conversation from being about taste profiles and free-range cows to provenance, positioning Country Life as the “Great British Butter”, which helps support British Dairy Farmers. 

The idea was not only highly compelling to consumers (as indicated in some incredibly dramatic focus groups!) but motivated thousands of employees and created a platform for product and service innovation. The provocative advertising campaign, featuring the punk rocker, Johnny Rotten of the Sex Pistols, increased awareness by 34% and positively shifted the demand curve. 

In Britain it rains most of the time. When summer finally arrives, Brits, desperate to make the most of the good weather, scramble for their hampers, but often lack inspiration for great places to have their picnics. To amplify the brand’s positioning as the "Great British Butter" and add value to people’s lives we created an App. 

The Great British Picnics App maps over 1,000 picnic spots with in-depth reviews. recipes, weather forecasts, games, wildlife guides and more. The app was promoted with wood carved QR codes on picnic tables and became iTunes App of the week and FWA App of the month. 

During my time working with Country Life we created a master-brand strategy and architecture to direct the brand’s expansion into new markets. We devised annual brand plans across the butter, spreads and margarines portfolio, identifying key growth areas and the required financial support. 

Based on the success of these projects, I was invited to take responsibility for Dairy Crest’s flagship brand, Cathedral City, where I helped develop the brand’s new product line designed for children’s lunch-boxes and was also invited to run the New Product Development program for the Butters’ Spreads and Margarine’s portfolio.