Sex Pistol John Lydon caught up in butter war between Country Life and Anchor

John Lydon

Spreading the word: John Lydon is the brand ambassador for Country Life

A butter war has erupted across the globe with the British firm behind Country Life under fire from the producers of Anchor from New Zealand.

The former Sex Pistols frontman John Lydon - better known as Johnny Rotten - has proved to be a spectacular success as the brand ambassador for Country Life British Butter.

The butter is being sold under a patriotic banner, but more importantly the firm's latest advertising campaign takes a swipe at Anchor, highlighting its New Zealand origins.

The campaign has hit a nerve with farmers and processors from the other side of the world who have hit back by describing British butter as 'pale and insipid'.

The Country Life campaign has transformed the former punk rocker into a country gentleman for its TV commercials and print advertisements.

Its campaign points to research showing that 39per cent of people who buy Anchor mistakenly believe it is British.

The advertising for Country Life attempts to kill this myth while at the same time appealing to the patriotism of shoppers in this country.

It states: 'If you prefer to buy British and support British farmers then Country Life is the natural choice.'

It puts the boot in again, adding: 'Maybe we're biased, but we also think that because it's made from fresh British milk, it tastes great too.'

The Federated Farmers of New Zealand is clearly angry.

It accused Dairy Crest, which owns the Country Life brand,  of 'protectionism' and 'being underhanded' and described British butter as 'pale and insipid'.

The group's vice chairman, Willy Leferink, Federated Farmers Dairy’s vice-chairman said: 'Never mind the butter, it's the quality of the milk that counts.

'While all milk may contain the same basic properties, Kiwi cows are in a league of their own.

Country Life
Anchor

Rivals: A butter war has erupted between British butter Country Life and its New Zealand competitor Anchor

'One of our senior staff members lived in the UK for seven years. He tried Country Life Butter, once, and described it to me in colourful terms that Johnny Rotten would understand.'

Marketing Director at Dairy Crest, Paul Fraser, said: 'Frankly I’m astounded at the Federated Farmers of New Zealand and others' response to our advertising campaign, accusing us of being underhand and protectionist and hurling insults about the taste of Country Life British butter.  

'This campaign is simply about getting people to stop and think about where their brands come from and allowing them to make an informed choice.

'It’s about being clear and open with the public about the fact that Anchor butter is from New Zealand and Country Life is British.

'The fact is we were genuinely surprised that research shows 39per cent of people buying Anchor think the brand is British.  You have to question the reasons why they think this.

'Country Life is the only major UK butter brand made from the milk of British dairy farms. Its fresh creamy taste is delicious and increasingly it seems the British public thinks so too.

'If any of the Federated Farmers would any of the Federated Farmers would like to try it, I’ll happily send them some.'

John Lydon joined the battle saying: 'We should all be doing our bit to show support for the products made right here in the UK – especially when it tastes better than any of the other stuff out there.  That’s why I buy Country Life butter.'

The new radio ad has Lydon in the countryside with birds tweeting and cows mooing.  He is heard ranting: ‘Do I buy Country Life butter because unlike Anchor from New Zealand, they support our great British dairy farmers?’

A tractor is then heard starting up while an angry farmer shouts at Lydon to get off his land. Running away Lydon says ‘Nah, I buy Country Life ‘cos I think it tastes the best’.

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