Former Sex Pistol John Lydon is once again stirring up trouble in a new Country Life ad campaign that attacks the rival butter brand Anchor for being foreign.
The ad campaign, developed by the WPP-owned agency Grey London, will run on radio and in national newspapers from today.
Country Life's press ad, which will run in newspapers including the Sun, Guardian and Times until 23 May, uses the strapline "Anchor's from New Zealand".
Underneath a picture of Lydon, the strapline is: "So?! I buy Country Life cos I think it tastes the best."
The new campaign will be supported by another media burst of the original TV campaign, which launched last October, featuring Lydon trumpeting the virtues of Country Life because it is a British brand.
Country Life's parent company, Dairy Crest, said that it was launching the new campaign after conducting research that showed that 39% of Anchor butter consumers "mistakenly believe" that it is British, rather than from New Zealand.
Dairy Crest, which claims its products support "great British dairy farmers", added that 60% of UK consumers think it is important to know where their food comes from; while 65% said they would be disappointed if they found out that a brand they thought was British was actually from abroad.
"We were surprised when we realised that so many Anchor butter consumers think it's a British brand," said a spokesman for Dairy Crest. "We simply want to set the record straight."
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