Anchor: Spreading the love

Agency: Elmwood
Client: Arla-Anchor Butter
Category: Packaging, Branded - Food

Executive summary

Anchor holds a special place in the hearts of a whole generation of butter lovers, who remember the brand from childhood. In the last few years however, a very busy marketplace with hardly any category growth plus aggressive price promotions saw Anchor's sales decline.

After three decades as the UK's favourite, Anchor had slipped to third place. By the time the recession hit, exacerbating the butter wars*, it was clear people had completely forgotten how good Anchor was. We needed to reignite the love for Anchor and help people see beyond price promotions, in a very competitive category. Helping consumers recognise Anchor, stand out on shelf and behave more confidently as a brand was key.

Our job was three-fold: