Cravendale has waved goodbye to the pirate, cow and cyclist characters used in its past advertising and is looking to cats instead to boost sales in its latest campaign. The Cravendale adverts, on TV now, feature a world in which cats can read, sew and click their fingers. The ad is part of a new £12m 'The Milk Matters' campaign which will feature in cinema, social media and a new website, www.themilkmatters.com.

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