Country Life announces extension of partnership with English Heritage & Cadw

Country Life announces extension of partnership with English Heritage & Cadw

Saputo Dairy UK is pleased to announce 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 Life1, 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.2

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 an exciting 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. In this exceptional 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.

Emilie Grundy, Marketing Controller, comments, “Our partnership with English Heritage and Cadw 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.

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. With ongoing uncertainty around overseas travel, UK-based tourism and sightseeing are expected to be top of mind for many Brits this year, so we want to give our loyal customers every opportunity to make the most of our 2 for 1 offer.

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. Indeed, 2020 has seen a reversal of long-term sales decline in the butters and spreads category, which is now enjoying sustained double-digit growth3. With our aligned brand values centring on British Heritage, we’re confident that the partnership will continue to drive interest on-shelf and across our partners’ marketing platforms.”

Currently valued at £58.8m3 and growing ahead of Total Butters & Spreads in the quarter to 26 Dec 20204, Country Life remains a household staple bought by 18% of UK households5. Made with 100% 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.


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