Brief

MD Foods will launch Cravendale PurFiltre, a branded fresh milk product, with a 3m TV and poster campaign in the Meridian area. Posters, created by BMP DDB, feature people with milk moustaches and ask: ‘Cravendale PurFiltre –

Have you got the CRAVING?’. TV ads, also by BMP, introduce a character called Mr Hinchcliffe. He cannot get hold of Cravendale because the milky-lipped ‘Cravers’ have already drunk it. Lisa Palillo, UK marketing manager at MD Foods, says: ‘Cravendale PurFiltre will bring added value and interest to a commodity market that has never offered consumers branded alternatives to mainstream milk.’ The campaign breaks on October 12. If successful, the launch will be rolled out early next year. MD Foods has spent 10m on research and development for its branded milk product. The UK retail liquid milk market is estimated to be worth 1.15bn.

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