Dairy Crest has signed punk legend John Lydon to front a forthcoming Country Life butter campaign.

Lydon, aka "Johnny Rotten", former lead vocalist for the Sex Pistols, will head the campaign beginning 1 October.

The national TV ad and poster drive forms part of a GBP5m (US$9m) relaunch for the brand that includes new-look packaging and through-the-line activity.

The new TV ad sees Lydon travelling around the UK questioning why he enjoys Country Life butter, before deciding that he buys it "simply because he thinks it tastes best", the company said today (30 September). 

It ends with the strapline 'It's not about Great Britain, it's about Great Butter'. 

"We selected John Lydon to front the new campaign as his British iconic status and unique style will allow the brand to cut through the traditional established butter advertising that consumers are rather bored with," marketing director Paul Fraser told just-food. "Our British provenance gives us a unique competitive advantage in butter, which we know resonates with our consumers."

The re-designed pack retains Country Life's gold packaging but has a new British oak tree graphic, which gives a "strong brand identity and creates greater standout and clear range navigation on shelf", the company said.

The TV ad campaign comprises two creatives, which will run for eight weeks, the first in October and the second during November and December.

"I for one am proud to be British and I'm proud to get behind a proper British brand," Lydon added.

The Country Life range is available nationwide and includes Country Life 250g block butter, with a MRSP of GBP1.06 and Country Life Spreadable 500g, priced at GBP2.29.