Country Life - A Study in Advertising Effectiveness

1977 campaign for a brand of English butter, competing against the New Zealand and Danish brands. Rationale for advertising campaign described.
Agency: Geers GrossAuthor: Roger Tifford

Country Life - A Study in Advertising Effectiveness

BACKGROUND

Butter and margarine

At the time of this paper, 1980, butter and margarine had an equal volume share of the yellow fats market, which had been in a long-term gradual decline, alongside the decline in bread consumption. Though two very different types of market, factors (eg price rises) affecting one were very much reflected in the other and the products frequently acted as a substitute for each other.

Margarine is a synthetic product whose supply and constituents can be controlled in such...

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