Brand Building

Country Life

The Issue

Consumers were reporting that Country Life was old-fashioned, but what was new-fashioned supposed to look like? The brand was ready to start from scratch: new ads, new packs, new vision. But how could they get insights into the category and into food culture, without just getting the same old answers?

The Action

We helped them understand three things:

What are the new meaningful ideas around the idea of ‘Countryside’
What are the emerging themes and behaviours around food and taste?
How can Country Life be distinct from the category, yet true to its heritage?

The Feedback

“Thanks so much, Rob – absolutely first-class work!”

Richard Tolley, Head of Marketing, Dairy Crest