The main aim of the marketing activity will be to attract health-conscious consumers and to reposition Clover as providing a good balance between taste and health with its “half the saturated fat” messaging.
The campaign kicks off with a burst of new TV advertising, 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”.
The TV ads will also be supported by a new website, direct marketing, PR and promotional activity.
Dairy Crest says that the relaunch has been designed to continue the strong growth of Clover, which is currently the number one brand in the dairy spreads sector by value sales, according to Nielsen. It is also worth £79m and is the fastest growing dairy spreads brand.