Like butter?

Sales figures are falling for most companies, but not for Dairy Crest. The maker of butter has managed to produce an 85 per cent hike in sales — by recruiting a punk rock star for its campaign.

Dairy Crest has spent £5 million on an advertising campaign for its Country Life butter, and Sex Pistols singer John Lydon, who is also known as Johnny Rotten, is the star of the TV ad. It may be hard to believe, but this "Great British Butter" advert helped to increase company sales by 85 per cent in the third quarter of last year. Rotten, who was vocal in his criticism of the British establishment in the seventies, appears with Morris dancers, who are an iconic symbol of British values and traditions.

What are Morris dancers? Look out for the men in white who are dancing to English folk music and holding sticks. I have no idea why — it's what they have done since the 15th Century. It's quite strange seeing them together with an old punk rocker.