Grey invents `loved all over' line for debut Clover work.(Brief Article)

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 4 million [pounds sterling] 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 ...