Clover: Way Better World

Background

Clover needed to strengthen recognition of the Way Better World logo across its masterbrand, helping consumers easily identify Clover products across multiple categories on shelf. The brief required a consistent brand presence over time, supported by a clear media positioning that could run for a full year and scale across trusted editorial environments.

The challenge was to build familiarity and recognition without relying on short-term promotional messaging.

The Insight

Repeated exposure in trusted, contextually relevant environments builds brand recognition more effectively than isolated campaigns. Editorial spaces offer credibility and attention, making them powerful platforms for reinforcing masterbrand signals and guiding purchase behaviour.

The Idea

A flipped mini-magazine positioned at the back of magazine titles, supported by native editorial placements throughout each issue. The concept created a consistent, recognisable Clover content pillar that readers could return to each month, reinforcing the masterbrand across categories.

The Execution

An always-on, editorially integrated content platform rolled out across multiple magazine brands over a two-year period. Each month, hero products were selected and content was developed to align Clover brand messaging with the editorial tone and audience of each title.

Execution included advertorial features, lifestyle content, recipes, quizzes, and native editorial mentions, supported by supplied advertising from the creative agency. The structure ensured strong visibility through cover mentions, contents page references, and in-context editorial cues, creating a cohesive and recognisable Clover presence across print environments.

Cover Page mention - Contents Page Mention - Mag Review Mention

Examples of product editorial mentions

The Results

The campaign successfully reinforced Clover’s masterbrand recognition across categories, embedding the Way Better World logo into trusted editorial contexts over time. The consistent, long-term approach supported brand recall and shelf navigation through familiarity rather than interruption.

My Role

Led research and insight development, concept creation, brand and media strategy, content planning, and creative direction. Briefed editorial teams and creative studios monthly, managed campaign delivery over a two-year period, and worked closely with client and agency partners to maintain consistency and quality.