Saputo Dairy UK has announced a six-month extension of its successful Country Life partnership activity with English Heritage & the Welsh historic environment service, Cadw.
The partnership, first launched in February 2019 and now in its third year, includes an exclusive "2 for 1" entry offer across promotional packs of Country Life, granting shoppers a free entry with the purchase of a full price adult or senior ticket to eligible English Heritage & Cadw sites across England and Wales.
With COVID-19-related government guidance having forced many English Heritage and Cadw sites to close for extended periods in 2020 and early 2021, the on-pack promotion, originally due to end in March 2021, has been extended for a further six months. All "2 for 1" vouchers are now valid until 30 September 2021.
In a new addition to the partnership, Country Life will also be the official supporter of English Heritage Members’ Week, taking place in the week beginning 12 April 2021. This year, Members’ Week will involve a mix of ticketed on-site and online events to reward Members for their loyalty. Country Life branding and messaging will feature as part of event communications to English Heritage Members, with an online article dedicated to the history of butter also available exclusively for Members.
“Our partnership with has been hugely successful over the past two years and we’re delighted to not only extend our offer to shoppers, but to be the official supporter of English Heritage Members’ Week," commented Emilie Grundy, Marketing Controller.
"The past year has been incredibly tough in ways we could never have imagined, and one of the impacts of restrictions has been the loss of freedom to visit wonderful sites and attractions such as those managed by English Heritage and Cadw. By sponsoring English Heritage Members’ Week we hope to connect and engage with loyal Country Life consumers but also with new audiences, many of whom have embraced a return to scratch cooking and home baking during the pandemic."
Currently valued at £58.8m and growing ahead of Total Butters & Spreads in the quarter to 26 Dec 20204, Country Life remains a household staple bought by 18 per cent of UK households [1]. Made with 100 per cent British milk and sourced exclusively from British dairy farms, the brand is well placed to capitalise on the growing trend towards buying British.
Refreshed promotional packs of Country Life, including 250g Salted and Unsalted blocks, 500g and 750g tubs of Country Life Spreadable and 500g tubs of Country Life Spreadable Lighter, have started landing in store.
[1] Kantar Worldpanel, Total Market, 52we 27 Dec 2020
Jo Taylorson