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Article: FMCG: Clover spreads the low-fat word to fortify market share.(Dairy Crest Ltd.)(Brief article)
- Article from:
- Marketing Week
- Article date:
- August 27, 2009
CopyrightCOPYRIGHT 2009 Centaur Communications Limited. 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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Dairy Crest is relaunching its Clover dairy spread brand, positioning it as a low-fat and tasty alternative for health conscious consumers.
Clover's packaging has been redesigned and the brand given a new logo. A #5m campaign consisting of TV, direct marketing, PR, promotional activity and a new website will back the relaunch.
The main aim of the campaign is to position Clover as a spread that provides a good balance between taste and health, emphasised by its "half the saturated fat" message.
The ad states: "The middle is the best of both, the happy place... Clover is proud to be smack bang in the middle".
It follows a campaign ...