Campaign for Anchor butter during 1987-92. Requirement was to maintain a price premium, selling a fixed amount, without exceeding a share of 25-30% (to avoid antagonising the EEC farming lobby and thus risking a review of New Zealand quotas).
Agency: Saatchi & Saatchi | Author: Sally Marsden |
Anchor Butter: Until the Cows Come Home
How advertising was used to support a price premium when volume
and brand share growth were constrained 1987-1992
INTRODUCTION
Anchor Butter was the 14th largest food brand in UK grocery in
1994 and enjoyed total listing in all UK grocery groups. The brand
was held in high regard and with affection by consumers.
Here the resemblance to classic UK fmcg brands ends.
The task for Anchor in the period covered by this case history
was to: