The Success of the Anchor Cows

Mo Fisher

How a brand's volume decline was slowed in a drastically declining market (butter). The market is declining for health, price premium and convenience reasons, as well as being outspent by the buoyant spreads sector: reasons are discussed fully.
Agency: Saatchi & SaatchiAuthor: Mo Fisher

The Success of the Anchor Cows

Success is generally defined by absolute increases in sales volume and profit. Our success has been achieved by slowing down a brand's volume decline in an inexorably declining market. The butter market is a dying commodity market. Total consumption of butter in Britain has halved in the past decade. Given past trends and the continued volume decline, butter is in danger of becoming a minority market. Butter is defined as part of the yellow fats market which includes soft margarines,...

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