Agency: CHI and Partners
Client: Anchor Butter
Anchor is relaunching its Lighter variant this month with a major £5 million marketing programme including a fresh and contemporary new pack design, national TV and press advertising and retailer promotional support, plus online activity and PR.
Four new treatments for Anchor butter have been created by CHI and Partners, including general brand ads and one bespoke Anchor Lighter ad.
The Lighter ‘Butterfly’ ad is created in a Fuzzy Felt style, and is the main focus of the January to February four-week burst.
Supporting press ads for Anchor Lighter carry the tagline,’ Lower in fat, same big, fat happy cows’. The ads will appear in women’s and parenting magazines plus weeklies and supplements to reach 65 per cent of Anchor’s target mums market.
To complete the campaign, there will be instore sampling, a 50p-off sales promotopn for Anchor Lighter 500g packs in all major retailers during January and February, a website update including a competition, and consumer PR support.
The pack redesign features grass and flower illustration and words like ‘roam’ and ‘wander’ to push Anchor’s free-range credentials, while referencing the great heritage of the brand with the return of the retro-style, curved Anchor marque, which now incorporates the ‘free range butter co.’ positioning.
Anchor Senior Brand Manager, Lorraine Crow, said, “Since we launched Lighter in 2005, the market has become more competitive. It’s important that we differentiate Anchor, which we’ve done by reinforcing the free-range positioning, and that we put major marketing support behind it.
“Obviously, January’s a key time of year for Lighter and we believe the charm and humour of the new campaign will really engage our target market while retailer promotional activity will drive sales.”