Dairy Crest has launched a website for its Country Life Organic Milk brand at www.countrylifeorganic.co.uk. The website aims to highlight the provenance of the milk and the measures Dairy Crest has put in place to build Country Life’s position as the UK’s leading branded organic milk brand.
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It aims to provide information to a variety of different audiences such as organic shoppers, those who are new to organic shopping, teachers and schoolchildren. Developed by Fountain Marketing, the site forms part of a significant spend for the brand this year which includes TV advertising, public relations and promotional activity with schools.
“Country Life is playing a key role in drawing new customers into the organic market by offering a point of difference over own-label,” said Dairy Crest’s marketing controller liquids Greg Parsons. “The Country Life Organic Milk website gives us the opportunity to fully showcase the product’s organic credentials through demonstrating the direct relationship we have with our farmers which enables us to guarantee the quality of our produce.”
Areas on the website include: Our Milk – the provenance of the milk; Organic Farming – extensive information on the organic farming process; Our Farms which describes the direct relationship that Country Life has with its farmers; Cow Cam, a cow’s-eye view of the milking process; Partners, which includes links to Red Tractor, The Soil Association and Organic Farmers and Growers; and Schools, which features teaching materials.
For a limited launch period, the site also features a 20p-off voucher to attract new consumers.
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