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...