Arla Foods: Anchor Rewards Club

This case study reveals how dairy brand Anchor communicated the benefits of its Anchor Rewards Club in the UK in order to drive brand loyalty and increase its member base.

Arla Foods: Anchor Rewards Club

Campaign details

Agency name: whynot!Category: LoyaltyCountry: UK

Background

In 2013, Anchor defined their target audience as 'Nurturing Foodies'. These are people who want to create a happy home and see food as the enabler of this. Whilst families are a key target segment, the Nurturing Foodie is 'the mum in all of us' and food is the 'social glue' that helps deliver happy times together.

Challenges across supermarkets include heavy discounting in dairy aisle and competition with brands with strong heritage ie Flora, Lurpak. Supermarkets were giving increased shelf space...

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