Cravendale, like all milk, is filtered. It is then subjected to high temperature pasteurization to remove pathogens. This process gives the product an extended shelf life for which a premium is charged (while generic UHT milk is usually significantly cheaper than fresh milk). 
Cravendale Milk is marketed in distinctive opaque plastic packaging, and also comes in 1 litre cartons.
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.
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).
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.
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