A cyclist, pirate and cow are the unlikely trio helping Cravendale to encourage consumers to switch from standard to filtered milk, as part of a £6m relaunch for the brand. The producer will focus on communicating its message of filtration and purity, with the strapline: "Cravendale is not just any milk, it's filtered to make it purer." The relaunch kicks off with press and TV advertising that features the odd assortment of characters, desperate to get their hands on Cravendale, along with modernised packaging across the range. "Everything we do is guided by our belief that milk matters and that our consumers should enjoy the best-tasting milk," said senior brand manager Louise Barton. "This relaunch is about going back to basics and getting to the heart of the Cravendale brand."