The manufacturer will support the launch of Clover Lighter with a £2m marketing campaign centred on TV and radio advertising, backed by online, on-pack, sampling and targeted direct activity, on the theme of ‘Live Lighter'.
Dairy Crest, which is looking to capitalise on healthier-eating trends and drive category growth, will launch its campaign for the product early next year.
The launch of Clover Lighter forms part of Dairy Crest's ongoing £6m investment in the Clover brand, which is intended to drive strong loyalty through a family-based campaigns.
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