Design consultancy: BrandOpus
Advertiser: Dairy Crest
A changing landscape and a declining category
With intense price competition and reduced consumption contributing to a perfect storm of falling sales across the spreads category, Clover, one of the leading brands was struggling to maintain performance. At the end of 2015, the £80M brand, was in decline (-12.1% value, -10.5% volume over 52 weeks). The brand was declining in line with the spreads category (-11.3% value, -9.5% volume) but had lost -0.5pt of value market share of the total butters and spreads category (down to 7.1%).
The Clover decline was driven by consumers leaving the brand; penetration was down to 25.8% (from 30.6% YA) which equated to a loss of over 1 million households!
Clover needed to act in order to maintain profit delivery.
The business objective of the brand redesign was to maintain profit delivery of Clover in Dairy Crest fiscal year 16/17 by growing volume of sales, recovering lost penetration and increasing market share (within a declining category)