In the week in which a top surgeon outraged butter lovers by saying they should switch to spreads, Dairy Crest has launched a raft of marketing emphasising Clover's position as a product that appeals to both butter and spreads fans. As well as bringing back the giant lemon in its 'middle is great' TV ad, new press ads will highlight the £81m spread's taste and half-the-satfat credentials and on-pack competitions will give away cookery prizes.

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