Client: Anchor Butter
Anchor, The Free Range Butter Co, is investing heavily in women’s and lifestyle press advertising in the run up to Christmas to reinforce the brand’s ‘free range’ positioning.
The campaign carries the strong creative theme which launched Anchor’s free range strategy earlier this year, featuring a close up of bright green grass blades along with a clear and simple message: “The butter your free-range turkey would choose.”
The ads will appear in December monthlies plus November colour supplements and weekly women’s titles to give Anchor a high share of voice during the festive season.
At this time butter sales, particularly block butter, rise significantly, as consumers are cooking, baking and entertaining more and when they readily trade up to real butter.
Anchor Senior Brand Manager, Lorraine Crowe, said, “Anchor brand awareness is at its highest level in two years and our research is showing that consumer awareness of our free range communication is growing.
“So, it’s logical to be telling all those consumers who buy free range birds for Christmas that there’s a free range butter they can buy, too.”
She added, “Our seasonal free range campaign will give us a high share of voice at this key time of year and we’re expecting it to boost sales and further strengthen our position as the number one block butter.”
The campaign is being supported by seasonal online activity at thefreerangebuttercompany.co.uk and PR.