British butter brand Country Life recently announced the launch of a new campaign ‘Taste The Freedom, Taste Country Life,’ featuring a series of adverts which will be going live across digital platforms from next week.
The first advert, which was unveiled in Westminster last Tuesday, depicted a lookalike of Theresa May embracing her departure from 10 Downing Street, celebrating her new-found freedom by reliving her naughtiest moment of running through a field of wheat in the British countryside.
The advert, produced by the brand’s creative media agency UM Studios, was revealed via a digital mobile advertising board in Westminster and then displayed in Whitehall and across Central London.
Lee Willett, marketing director at Country Life, comments: “At Country Life we are proud of our Britishness and countryside heritage; and we have always sought to bring in an element of fun into our creative executions. From ‘the Butter Men’ to John Lydon, we’ve always looked to be bold about our ambitions; much like our brand. Our latest campaign Taste The Freedom, Taste Country Life is no different; we’re hoping to capture the attention of those considering trying something new, while encouraging the nation to embrace their second adolescence.”
UM was tasked with updating Country Life’s image and to get people talking about the brand. The online campaign launches on 23rd July to cover social media and programmatic, supported by a topical OOH stunt.
The campaign continued today with what appeared to be the future PM in front of the new advert, unveiled outside the Houses of Parliament after the Conservative Leadership election.
Marcia Siebers, creative director at UM Studios, UM’s custom content division, says: “Many of us remember John Lydon’s anarchy in the countryside ads fondly, but in the years that followed Country Life has tilted towards a more wholesome image.
“We wanted to tip the scales back and position the countryside as a playground where the brand’s core audience, those over the age of 55, can let their hair down. As we know, anyone can be a bit naughty, even Theresa May, and we want to appeal to a generation that enjoys their new-found freedom and isn’t yet ready to grow older gracefully.”
The campaign creative will also be supported by a series of short films, which UM has provided the concept for. These additional adverts will be going live online from September onwards.