Dairy Crest is continuing to support its leading dairy spread brand, Clover, with new TV investment from February 21. This latest burst of activity, which is being supported by a press campaign, is part of the £6m investment in the brand this year.
Clover’s press creative will specifically support Clover Lighter above-the-line for the first time, and featured in the New Year period to have the most resonance with health conscious consumers. The press ads will also help to drive Clover Lighter trial at the back end of the campaign, via the use of coupons.
Nathan King, Dairy Crest head of marketing for butter and spreads, comments: “This campaign builds on Clover’s recent success and we have exciting plans for further support during 2011. We look forward to further growth as a result of this investment.”