Grey unveils a new catchline for Dairy Crest's Clover next month in the agency's first campaign for the brand since winning the account in January this year.
A pounds 4 million television campaign promotes Clover as 'loved all over', using a traditional football chant to replace Young & Rubicam's notorious 'Roll me over in the Clover' ditty.
The commercial, which features 'real' people rather than actors, was shot in north London at venues including a local cafe, a junior school and a farmhouse.
The cast of the commercial includes a mother and daughter, a family, a class of school children and a rugby team.
The work shows all the participants in the advertisement revealing how they like to eat their Clover, whether it is on toast, with crumpets and jam, on soldiers or on baked potatoes. The litany builds into a poem and then into a song as the commercial reaches its climax.
Richard Tolley, the marketing director of Dairy Crest, said: 'This work confirms that our decision in January was correct. I am confident that Clover's number one position and strong growth of 7 per cent, in a mature and very competitive market, will only be enhanced.'
The strategy is to dramatise Clover's role within the family and to ground the brand in everyday territory.
Tim Mellors, the chief creative officer of Grey, said: 'We've given a popular and memorable campaign a more contemporary feel. It should give the Clover success story another great chapter.'
Grey beat Duckworth Finn Grubb Waters, Bates UK and one other agency in a pitch for Dairy Crest's entire pounds 8.5 million account. The business includes Willow dairy spreads and Frijj milk drinks as well as Clover.
The spot was written by Dave Rimell and art directed by Paul Pickersgill. It was directed by Keith English through Will Van Der Vlugt Film Productions. Media is planned and bought by John Ayling Associates.