The new press ads for 2010 use a new year’s resolution message to urge consumers to say no to extremes. They aim to position Clover in the middle of the butters and spreads category
Support includes TV, press, PR, direct marketing and coverleaf promotions.
Clover says the ads are designed to convey the messages that the spread now has ‘half the saturated fat’ without any impact on taste. It aims to blur out the boundaries between taste and health, whilst also appealing to health conscious consumers.
The coverleaf promotions are bespoke to each Clover unit. They include opportunities to win a bread maker and soup set on 500g packs, healthy cooking set on Lighter packs (500g), and a family sized cooking set on 1kg packs.
Nathan King, Dairy Crest’s butters and spreads controller, says: “Clover is unique in this category. It is the only brand churned like butter yet with half the saturated fat. This balance of taste and health is a great proposition for consumers and for our customers. We have invested significantly in this relaunch and people will continue to see what is great about ‘being in the middle’.”
Dairy Crest announced its £5m investment into the Clover brand in August last year. According to Nielsen figures, it is the market leader for dairy spreads and is worth £81m.
Rival brand Lurpak recently launched a TV ad to target both ‘gourmet foodies’ and younger consumers.