Premium milk brand Cravendale has launched a £10m advertising campaign in an attempt to ensure continued sales growth in the recession.

The campaign kicked off this week with a set of three television commercials featuring the brand’s cow, cyclist and pirate characters. “We’ve taken the fun, childlike personality of the brand to make the nation passionate about milk,” said Cravendale brand manager Sam Dolan.

Sales growth of 30% has taken Cravendale to nearly £130m [Nielsen].

The new activity includes a revamped website with a new line-drawn character and national print campaign.

Revamped packaging will feature ‘did you know’ sections and a British Dental Health Foundation logo. “New packs clearly communicate why Cravendale is purer and lasts longer than other milks,” said a spokesman for brand designer Life Agency.