Clover’s ‘Spread the Real Love’ campaign returns for Autumn sales push
Leading spread in the dairy spreads sector, Clover, continues its ‘Spread the Real Love’ marketing campaign with a second burst of media activity, Saputo Dairy UK has announced.
Spanning organic and paid social on Facebook and Instagram, bumper ads on YouTube and influencer partnership activity, this second phase of the campaign, which runs from mid-October to the end November 2021, is expected to generate a combined digital reach of 10 million consumers. Supplementing this online activity, front of store digital six sheets will be deployed at 100 Tesco stores, driving campaign recall close to the point of purchase.
Carrying an optimised creative to further build emotional engagement and drive brand consideration among target consumers, this latest ‘Spread the Real Love’ push continues the message that ‘there is no such thing as perfect parents, only real ones’ and builds on early campaign success which saw phase one (launched in February 2021), exceed all marketing KPIs.
Commenting on the campaign, Clover’s senior brand manager, Jamie Carey, said: “We are delighted with how our ‘Spread the Real Love’campaign has performed so far and remain passionate about dispelling the ‘perfect’ lifestyle myths so often portrayed on social media today. It’s clear that our central theme of showing love through simple, genuine acts of love and kindness rather than gloss and artifice, is really resonating with consumers.
“We are confident that this next phase of our journey to ‘Spread the Real Love’ will continue to cement Clover’s place at the heart of family life, encouraging even more families to enjoy Clover’s delicious buttery taste at their sometimes-messy, sometimes-chaotic, but happy mealtimes.”
Live from 11 October across digital channels and proximity outdoor media, the campaign will run until 30 November 2021.
Saputo Dairy UK’s Clover is currently valued at £87.8m and holds a 25% volume share of the Total Spreads[1] sector.
[1] IRI SIG Outlet + Kantar Discounters & Bargain Stores 52we 4th Sept 2021
