Dairy Crest Relaunches Clover Spread

Clover is positioning itself in the middle of the Butters and Spreads category with a ‘half the saturated fat' message for health conscious consumers and a taste message, blurring out the boundaries between taste and health.

31 Aug 2009 --- Dairy Crest has announced a £5 million investment for the relaunch of its leading dairy spread brand, Clover, including new TV creative, through-the-line support and new packaging and logo.

The relaunch sets a new tone for Clover with a campaign that will challenge the category norms with a fresh and innovative approach to the market.

Clover is positioning itself in the middle of the Butters and Spreads category with a ‘half the saturated fat' message for health conscious consumers and a taste message, blurring out the boundaries between taste and health.

Paul Fraser, Dairy Crest Marketing Director, comments; "Clover is unique in this category. It is the only brand churned like butter yet with half the saturated fat.

"That's a great proposition for consumers and for our customers. We are investing significantly in this relaunch and more people than ever before will see what is great about the middle."

As more and more consumers look for food that offers a balance of great taste and health, the new campaign communicates how Clover offers the best of both worlds, smack bang in the middle, with a relaxed and responsible approach to health.

With long-standing taste credentials and a ‘half the saturated fat' benefit, Clover proves that it really is ‘great in the middle'.

Advertising the middle positioning is designed to continue the strong growth for Clover, which is currently the Number 1 brand in the Dairy Spreads sector by value sales. It is worth £79m and is the fastest growing Dairy Spreads brand.

The main aim of the advertising is to attract health-motivated consumers to the brand and to reposition Clover in the middle, as a balance of taste and health.

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 first stage of the TV advertising launches on 22nd August 2009.

Throughout the relaunch, Dairy Crest will be running a coverleaf promotion, offering consumers the chance to win a SMEG fridge full of healthy food. The promotion is also to be supported by a new website, DM and PR activity.