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Article: Country Life ad sticks knife into rival Anchor.(brand news)(Brief article)
- Article from:
- Grocer
- Article date:
- July 8, 2006
- Author:
CopyrightCOPYRIGHT 2006 William Reed Ltd. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Dairy Crest is spreading controversy in the butter sector, with a print ad for its Country Life brand that contrasts the food miles of a rival with its own British provenance.
The ad sticks the knife into Anchor butter--the number two brand in the market, behind Lurpak and ahead of Country Life--by flagging up the fact that it is transported from the other side of the world to the UK, while Country Life is produced here.
The wording of the ad reads: "Before Anchor butter reaches your table, it's frozen and shipped 11,000 miles from New Zealand. Country Life, however, is made with milk from British farms." It will go into national newspapers from Thursday ...