Clover is to kick off a £4.5m ad campaign in November with rugby anthem The Wild Rover reinvented as The Rich Clover for the soundtrack. The ad is the latest execution in the Song campaign which has been running since July 1998, from advertising agency Grey. Dairycrest marketing director Richard Tolley said: "Our brand is 15 years old. We turned it round two years ago with our new ad strategy and doubled awareness. We now want to consolidate our market position with the new campaign." Tolley said Every Day Low Pricing has slowed the yellow fats sector but dairy spreads are still bigger than sunflower spreads and give more profit by volume. Clover, which withdrew its diet products this year, says it plans to attack the slightly salted silver pack arena in 2001, taking on brand leader Lurpak. The first burst of advertising activity will run for four weeks from November 20, with follow up runs every quarter in 2001. The ad is intended to strengthen Clover's position as the modern family's favourite spread, showing young and old people singing about how much they love Clover for its rich taste and versatility. Clover is available in Original and Slightly Salted variants. {{P&P }}

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