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Dairy Crest in the UK is launching a major integrated campaign in a bid to build customer loyalty for its Clover brand.

The campaign, created by Grey London, will kick off with a burst of new TV advertising that highlights Clover’s family-friendly ‘half the saturated fat of butter’ message.

Throughout April and May, Dairy Crest will be running an on-pack prize draw promotion and will give away a £35,000 VW California Campervan or a cash trade equivalent. A two-week radio campaign will support the on-pack promotion throughout London, Central, West and Wales.

A new website has also been developed by Iris Nation giving the brand online presence, and will provide useful content for families such as activity guides and recipes with the intention of building consumer loyalty.

Dairy Crest marketing director Paul Fraser comments: “We’re confident that this campaign will further enhance Clover’s number one market position and drive loyalty among consumers. We know from research that the ‘half the saturated fat of butter’ message is compelling to our target audience.”

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