Dairy Crest has announced a GBP5m (US$8.1m) investment for the relaunch of its dairy spread brand Clover.
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The relaunch is being made in a bid to position Clover in the middle of the butters and spreads category with a ‘half the saturated fat’ message for health conscious consumers, the UK dairy group said today (27 August).
It will also be supported by a TV creative, through-the-line support and new packaging and logo.
Paul Fraser, Dairy Crest marketing director, said: “Clover is unique in this category. It is the only brand churned like butter yet with half the saturated fat. That’s a great proposition for consumers and for our customers. We are investing significantly in this relaunch.”
The campaign kicked off with a burst of TV advertising this week, created by Grey, which focuses on Clover having half the saturated fat but “still with a great buttery taste”. The ad creative states: “The middle is the best of both, the happy place…Clover is proud to be smack bang in the middle”.
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By GlobalDataThroughout the relaunch, Dairy Crest will be running a ‘coverleaf’ promotion, offering consumers the chance to win a SMEG fridge full of healthy food. The promotion is also to be supported by a new website, and PR activity.
