Cravendale plots sampling effort

Milk brand Cravendale is planning a national sampling campaign as part of an £8m summer marketing drive.

Roadshows in Tesco, Asda, Sainsbury's, Morrisons and Waitrose will hand out 200,000 samples of Cravendale variants to support its 'best taste guarantee', printed on 10.8m bottles.

The brand will promote its pledge to offer customers a full refund if they are not satisfied with the taste.

Cravendale is also running its first press campaign in consumer magazines, targeting women with children. The ads will run for three months from August.

Cravendale sales have grown 41% year on year according to its latest financial results. Its strapline 'Cravendale tastes so good, the cows want it back' was created by DDB London.

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