Saputo Dairy UK has announced the launch of a new creative campaign for its market leading spread, Clover.
Building on the success of the brand’s 2020 ‘Spread the Love’ campaign, which reached over 10 million consumers, the 2021 campaign - ‘Spread the Real Love’ - continues to encourage Clover parents to break free from today’s social pressure to be perfect.
“Amidst modern day pressure on parents to deliver more and to be more perfect than ever, both at home and on social media, (with now, the added expectations of juggling home working, home schooling and worries about the future!), we know that our Clover audience harbours regular feelings of ‘guilt’ around nurturing a happy, healthy family,” commented Jamie Carey, Clover senior brand manager.
“Social media brings us many positive things, but it’s also to blame for sharing unrealistic images of other people’s lives. That’s why we decided to focus this year’s campaign on the simple truth that sits at both the heart of our Clover brand and of a happy home – a focus on the real.”
With a heart-warming, emotional creative that holds up a mirror to at-home scenarios that bring real happiness, the campaign seeks to ‘bust the myth’ and contrast the ‘artificial’ nature of social media bragging with a reassuringly ‘imperfect’ showcase of real home scenarios.
Carey added: “Made with absolutely no artificial ingredients, ‘realness’ is inherent to our Clover product truth. At Clover we believe that there’s no such thing as a perfect parent or a perfect home – only real ones. We hope that our campaign, showcasing simple acts of genuine love and kindness, without gloss or artifice, will bring families together in solidarity around this.”
Now live across social channels, including bumper ads on YouTube, paid and organic activity on Facebook and Instagram and influencer partnerships, the campaign will run until 4 April.
