Clover Margarine: Establishing Clover as a successful Yellow Fats brand

Development of Clover from its regional to national launch. Butter was in decline with success of low-fat spread rivals. Brand needed to be seen as a spreadable butter alternative for butter consumers. Strategy changed from regional to national campaign with reasons described. Reasons for Clover's success could not just be explained by butter's decline or the price advantage. Advertising was seen to have justified the price premium over spreadable products. Sales were retained even during the EEC's cheap butter scheme in the spring of 1986. Most successful product launch since St Ivel Gold.