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Article: Looking for the big brand feel. (Dairy Crest promotes Clover brand)
- Article from:
- Grocer
- Article date:
- May 10, 1997
- Author:
CopyrightCOPYRIGHT 1997 William Reed Ltd. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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I Can't Believe It's Not Butter! and Utterly Butterly may be the new kids on the block heralding quirky brand names, but Dairy Crest is determined that its Clover spread is going to stay ahead of the game -- at least in sales terms. Lindsay McClintock reports.
In Victor Meldrew's kitchen you'll find Clover, not Flora. It's also sitting on Carol's table in her flat in Albert Square in Eastenders, and has had starring roles in Coronation Street and 2.4 Children.
But successful product placements are just part of a massive 12m [pounds sterling] push for Clover. Dairy Crest aims to turn it into an even bigger brand in dairy spreads and get a further 350,000 ...