Arla: Anchor Baking Kits For Schools

This case study describes how Anchor, a brand of dairy products, drove penetration of its butter and raised awareness of the product in the United Kingdom.

Anchor Baking Kits For Schools

Campaign details

Brand: ArlaAgency: whynot! ThinkpeopleCountry: United Kingdom

Background

The dairy aisle consists of little differentiation in messaging and it is rife with promotions, meaning purchase is primarily determined by price rather than taste. We needed to move beyond deep discounts to provide something unique and of higher perceived value to the consumer.

With the rising popularity of at home baking (i.e. from Great British Bake Off) with a high volume Butter usage, many brands were trying to 'own' baking. Stork and Flora dominated the market, so it was easy...

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