Dairy Crest brand, Clover, to launch ‘summer’s day’ family campaign in Tesco stores

Clover, the buttermilk spread brand owned by Dairy Crest, is launching a shopper campaign that’s all about keeping families healthy and happy this summer.

Created by Arc, the Summer’s Day activity involves an on-pack promotion that is exclusive to Tesco and gives shoppers the chance to win fun, family prizes. The campaign will run for two months in Tesco stores nationwide.

Promotional packaging on Clover, Clover Lighter and Clover Lighter Than Light will contain an on line, instant-win mechanic, asking the shopper to enter the unique code found on all promotional packs online. Clover has launched a dedicated web presence, www.cloversummersday.co.uk, designed and built by Arc, to support the campaign.

The promotion will be backed with impactful point of sale materials at Tesco, ads in Tesco magazine, online advertising and with activation through social media. To coincide with the launch of the Clover Summer’s Day promotion, the brand will run TV advertising throughout the summer.

Prizes offered through the promotion include family bikes, beach kits, picnic gear, camping sets, garden games, water fun sets, trampolines and space hoppers. Everybody who enters a code on line can also claim a “2 for 1” offer on family days out.

Wayne Gower, senior customer marketing manager at Dairy Crest, said: “The Clover Summer’s Day campaign is all about keeping Clover families happy and healthy this summer. This Tesco exclusive campaign will create a strong point of difference for Clover & Tesco and brings news & excitement to our core Clover range. I’m positive that the promotion Arc have created will deliver, as it has a simple instant win mechanic as well as desirable family fun prizes.”

Sarah Marshall, board account director at Arc, said: “This promotion is an exciting step for Clover and a great way to bring new news and excitement to the spreads aisle in Tesco. The promotion will be supported with disruptive in store displays, ensuring shoppers see, understand and engage with the campaign, which will be key to drive further purchases for Tesco.”

The Clover Summer’s Day campaign will be aligned to the Clover TV and supported by trade marketing, print, online & social media