Cravendale is filtered using fine ceramic filters (microfiltration), removing more particulates and organisms than the conventional. It is then conventionally pasteurised through the high-temperature short-time process, and bottled in opaque rather than transparent containers. These microfiltration and light-blocking container provide an extended lifespan of up to three weeks when refrigerated, for which a premium is charged. Generically, this type of product is known as "ESL milk". (The milk is not ultrapasteurized, and therefore cannot be stored for very long periods at room temperature like ultrapasteurized UHT milk; however, the lack of ultrapasteurisation ostensibly has less impact on the flavour of the product.)
Cravendale Milk is marketed in distinctive opaque plastic packaging, and also comes in 1 litre cartons.
Cow, Pirate and Cyclist
In 2007, Cravendale launched a UK TV campaign featuring a Pirate, Cyclist and Cow (much of the characters and scenery recycled from A Town Called Panic), created by Wieden + Kennedy and animated by Pic Pic Andre.
For 2008's International Talk Like a Pirate Day Cravendale created an iPhone application which included a pirate sentence creator, as well as a pirate radio that played tracks such as 'Seagulls & Alcohol' by Oa-Seas and 'Arrgh You Lonesome Tonight' by Elvis Presley.
Cats with Thumbs
In 2011 Cravendale launched a new TV campaign called Cats with Thumbs featuring a male polydactyl cat named Bertrum Thumbcat as its main protagonist and Tim Curry as the narrator. The commercial was voted as the number 1 funniest commercial on the TV countdown special TBS's Funniest Commercials of the Year 2011. Some argue that the campaign lacks originality, borrowing too heavily from comedian Eddie Izzard's stand-up routines. A follow-up campaign in 2012 saw the Cats with Thumbs gang kidnap several milkmen and hypnotise them into stealing Cravendale (the CWT gang's methods of hypnosis make a reference to the Ludovico technique in A Clockwork Orange).
Barry the Biscuit Boy
In 2014, Cravendale replaced the cats with a stop motion advertisement featuring Barry, a boy made of digestive biscuits. He goes swimming in a lake of milk, but his head dissolves and his parents have to bake him a new one. The theme song was performed by punk cabaret band the Tiger Lillies.
- The Cravendale Website
- Cravendale's Facebook page
- Cravendale's Twitter page
- Cravendale's YouTube page
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