Dairy Crest launches reduced-fat variant
Dairy Crest is launching a £2 million Clover Lighter campaign. A reduced-fat alternative to it’s Clover spread range. The existing Clover spread products contain up to 70% more fat that the new Clover Lighter brand. Advertising will comprise of TV and radio campaigns, backed online, on-pack, sampling and targeted direct activities.
It is Dairy Crest’s concerted commercial effort to stay ahead of competitors by devising a ‘Live Lighter’ advertising scheme. With the company investing £6 million into the Clover brand, they hope to retain customer loyalty, and make substantial advocacy and spend gains through a family-based core market.
With the number of obese people rising year on year, most companies are now taking on the challenge of creating slimline brands and promoting a refreshed healthier brand identity.
Dairy Crest plan the launch of Clover Lighter in early 2009.
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