Anchor Squirty Cream: Every dessert deserves a squirt

Anchor Squirty Cream addressed falling sales through a small budget campaign which created a sense of scale and excitement.

Anchor Squirty Cream: Every dessert deserves a squirt

Principal Author: Peter Zezulka, CHI & PartnersContributing Authors: Louise Allen, Arla Foods; Stuart Ibberson, Arla Foods; Priya Patel, Ebiquity; Nick Pugh, Ebiquity

Introduction

At the beginning of 2010 the outlook for Anchor Squirty Cream looked fairly bleak. Penetration for aerosol cream had been flat for many years and had in fact fallen during 20091. With supermarkets beginning to give less shelf space to aerosol cream, it was feared that what little space there was would be given to the supermarket’s own-label products rather than the only branded...

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