UK dairy group Dairy Crest has announced the launch of a TV advertising and through-the-line marketing campaign for the Clover spread brand, aimed at driving growth and loyalty.
The campaign has already begun with the launch of a new TV advertising creative, focusing on moments of family harmony. The new ads, created by London agency Grey, highlight Clover’s ‘half the saturated fat of butter’ message. The new ads began airing at the beginning of March and will run to the end of April.
Throughout April and May, Dairy Crest will also be running an on-pack prize draw promotion, with the top prize of a GBP35,000 (US$69,000) VW California Campervan or a cash trade equivalent. There will also be a a two-week radio campaign supporting the on-pack promotion in the key sales regions of London, Central, West and Wales.
A new website has also been developed giving the brand online presence, while a PR campaign is underway aimed at raising awareness of Clover and reinforcing “its family and taste credentials”.
Dairy Crest marketing director Paul Fraser said: “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.”