Agency: CHI and Partners
Anchor Cheddar is appearing on national TV as part of Anchor’s latest £5m brand support campaign during January and February.
The 10” cheese-specific ad, entitled ‘Mouse’, follows immediately after a 20” brand ad to strengthen the Anchor range.
Currently the UK’s no. 5 Cheddar brand, manufacturer Arla believes the redesign and repositioning, supported by a total Anchor brand spend of £10 million this year, will drive awareness among target Anchor butter consumers and ultimately drive market share for Anchor Cheddar.
Anchor Senior Brand Manager, Lorraine Crowe, said, “Anchor Cheddar is an excellent product and offers great family value but we recognise that we need to build awareness, hence our first ever TV ad.
“We believe this is a really positive time to be pushing the free range message and we have every confidence that Anchor Cheddar can be a much bigger cheese."