Cravendale targets dads to broaden appeal

Cravendale is looking to grow its customer base by targeting dads and shopping in the convenience market with a multimedia marketing push.

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The brand claims that the two opportunities are untapped because dairy marketing has focused on mums and the big weekly shop.

Cravendale will position dads as “milk heroes” picking up milk when it has run out and plans to link brand activity with the football season. The brand hopes to partner with a sports radio station such as TalkSport to build engagement with men.

In store activity will target men at non-milk fixtures such as magazines and beer aisles.

Sam Dolan, senior brand manager at Cravendale says: “We target mums with all kinds of activities, but we’d never thought of dads before. Marketers tend to think about the big shop where mums are the main decision maker. Outside of that dads play a larger role and this year we will have a definite push into the convenience market.”

The push will follow the brands’ first ever brand partnership activity, which will see the brand tie up with Disney’s upcoming Muppets film release in cinemas on 10 February.

Muppets characters Kermit the Frog and Pepe the Prawn will feature in a Cravendale TV ad, created by W+K and supported by an on-pack promotion and in-store and digital activity, from 6 February.

Cravendale hopes that the £3m Muppets partnership will target families and initiate conversations between parents and children remembering the Muppets and encourage families to trade up from fresh milk.

The Muppets promotion was developed by Cravendale, Carat and JJP, as part of the Disneymedia+ platform and could potentially extend beyond the cinema release into a long-term partnership.

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