Clover celebrates ‘Real Love’ with launch of new creative campaign
Courtesy of Saputo Dairy UK
Saputo Dairy UK has announced the launch of a new creative campaign for its market leading spread, Clover.
Building on the success of the brand’s 2020 ‘Spread the Love’ campaign, which reached over 10 million consumers and exceeded all marketing KPIs, the 2021 campaign continues to manifest the love, care and nurturing that comes from giving one’s family the very best. Using a heart-warming, emotional creative to hold up a mirror to at-home scenarios that bring real happiness, the campaign encourages Clover parents to break free from today’s social pressure to be perfect, and instead simply ‘Spread the Real Love’.
With more than three quarters of mums claiming to feel ‘mum guilt’ as a result of perceived pressure to be perfect[2] and 6 out of 10 parents claiming to feel pressure to portray a perfect life on social media[3], the campaign creative seeks to ‘bust the myth’ and contrast the ‘artificial’ nature of social media bragging with a reassuringly ‘imperfect’ showcase of real home scenarios.
Jamie Carey, Clover senior brand manager, comments: “There’s no simpler way of showing we care than by sharing real, honest goodness with the people we care about… without artificiality or pressure to conform to today’s social norms, which demand perfection.
“Amidst modern day pressure on parents to deliver more and to be more perfect than ever, both at home and on social media, (with now, the added expectations of juggling home working, home schooling and worries about the future!), we know that our Clover audience harbours regular feelings of ‘guilt’ around nurturing a happy, healthy family.
“Social media brings us many positive things, but it’s also to blame for sharing unrealistic images of other people’s lives. That’s why we decided to focus this year’s campaign on the simple truth that sits at both the heart of our Clover brand and of a happy home – a focus on the real.”
Carey continues: “Made with absolutely no artificial ingredients, ‘realness’ is inherent to our Clover product truth. At Clover we believe that there’s no such thing as a perfect parent or a perfect home – only real ones. We hope that our campaign, showcasing simple acts of genuine love and kindness, without gloss or artifice, will bring families together in solidarity around this.
“Having achieved exceptional reach with last year’s campaign, we’re confident that ‘Spread the Real Love’, will secure Clover’s place at the heart of family life, supporting our ambition for the brand to be enjoyed by even more families.”
Now live across social channels, including bumper ads on YouTube, paid and organic activity on Facebook and Instagram and influencer partnerships, the campaign will run until 4 April 2021.
The UK’s number 1 Spread brand valued at £96.3m, Clover has continued to outperform the Spreads sector in the 52 weeks to 26 December 2020, driving +9% volume growth and gaining 1.2% volume share.