The brand will give away a £35,000 Volkswagen California Campervan in the on-pack drive. Iris has created the on-pack work and a supporting dedicated website that will provide content, including activity guides and recipes, intended to increase customer loyalty. The activity goes live this week.
The work will be backed by a radio campaign by John Ayling & Associates and PR through Haygarth.
The TV ad, created by Grey London, broke last month and promotes Clover's message that it contains half the saturated fat of butter.
Last year Dairy Crest set up Milkandmore.co.uk, a website that enables consumers to order groceries online for delivery by their milkman.
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