Anchor: Spreading the love

Anchor carries strong nostalgia value amongst the butter category in the UK. However, a busy marketplace with little category growth and competitor price promotions saw Anchor's sales decline to third place in 2010 after three decades as the UK's market leader.

Anchor: Spreading the love

Agency: ElmwoodClient: Arla-Anchor ButterCategory: 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...

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