Clover is aiming to consolidate its position among the UK's top selling dairy spreads with a new six-week campaign which breaks on Monday (May 5).
The 30-second ad, part of a £5m spend behind the brand this year, is designed to appeal to housewives with children and builds on the brand's family positioning.
Titled One of the family', it shows several generations of a family enjoying Clover on their favourite foods.
The soundtrack is taken from the traditional folk song The Wild Rover, re-written as The Rich Clover.
In The Grocer's last Top Products Survey (December 14, 2002), Clover consolidated its position as Britain's second best-selling dairy spread, gaining ground on market leader Lurpak Spreadable. Information Resources says it posted sales of over £44m in the 52 weeks to October 6 compared with almost £52m for Lurpak Spreadable.