This time, he has enlisted a cat army who kidnap and brainwash milkmen to help them get their paws on all the Cravendale.

The spot launched on 8 September during The X Factor. It is supported by a YouTube masthead and an ITV.com takeover.

In order for Berturm to recruit comrades to join the cause, he has created a Facebook app that allows people to disguise photos of their cat and sign them up.

There will also be an on-pack promotion and an online film to promote "EPIC straws" (Extreme Pilfering Instrument for Cravendale) for kids.

This article was first published on Campaign Work

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