Dairy Crest in major push for Clover spreads

The campaign kicks off with a burst of new TV advertising creative (Grey London) which focuses on moments of family harmony, and highlights Clover’s ‘half the saturated fat of butter’ message.

The new ads have been running nationwide since 1 March 2008, ending in April.

Throughout April and May, Dairy Crest will be running the biggest on-pack prize draw promotion in Clover’s history and will give away a £35,000 VW California Campervan or a cash trade equivalent.

A two-week radio campaign (John Aylings and Associates) will support the on-pack promotion in key sales regions (London, Central, West and Wales).

A new website has also been developed (Iris Nation) giving the brand online presence, and will provide useful content for families such as activity guides and recipes with the intention of building consumer loyalty.

The website, due to launch on 7 April, will also act as the entry mechanic for the on-pack promotion.

An extensive PR campaign (Haygarth) aims to raise awareness of Clover and reinforce its family and taste credentials, as well as supporting the on-pack promotion by driving traffic to the new website www.cloverfamily.co.uk.

Dairy Crest Marketing Director, Paul Fraser, comments: “We’re confident that this campaign will further enhance Clover’s number one market position and drive loyalty among consumers. We know from research that the ‘half the saturated fat of butter’ message is compelling to our target audience.”