Dairy Crest launches Clover Lighter

Made with buttermilk, Clover Lighter will deliver the much loved Clover taste, but with 30% less fat than standard Clover.

Available from August 2008, Clover Lighter will be supported by a £2m media spend on TV and radio advertising, part of a huge £6m investment on the overall Clover brand.

The launch is also supported by BTL activity including an ongoing online campaign; an in-pack competition, sampling through the Dairy Crest household channel; as well as targeted direct marketing which all falls under the creative theme of ‘Live Lighter’.

The campaign will run in January, driving sales and awareness of the brand at this key time of year.

The launch of Clover Lighter forms part of Dairy Crest’s investment in the Clover brand, designed to drive strong loyalty through a family-based campaign including TV advertising, PR and an on-pack promotion.

Dairy Crest Marketing Director, Paul Fraser, says, “People are looking for healthier products that deliver great taste. Clover Lighter has been developed to have the fantastic Clover taste but 30% less fat. It is set to build loyalty amongst our existing shoppers and attract new ones to what our consumers believe is the best tasting spread on the market.

“The launch of Clover Lighter will increase the appeal of the Clover range and its market share. With a strong brand investment planned for the year, we’re looking forward to adding yet another successful product to the range.”

Clover Lighter (500g) will be available in major multiples and independents, RRP £1.69. www.cloverfamily.co.uk