Anchor recruits director of consumer marketing

Anchor Foods has appointed Christine Tacon, the former marketing director at Redland Bricks, as director of consumer marketing.

The move, which is part of the company’s expansion plans, reflects its decision to split the marketing function, with director of sales Michael Darragh handling the trade sector.

Tacon joined Redland Bricks in 1994 from the Great British Lottery Company, which made an unsuccessful bid for the National Lottery. She will report to managing director Fernando Guerra.

An Anchor spokesman says the restructure reflects Guerra’s reshaping of the 220m turnover business into more of a customer- and consumer-channelled outfit. More product launches are planned, stretching the Anchor brand beyond butter, cheese and aerosol cream.

The shake-up comes after the 1995 GATT trade agreements increased the company’s quota of New Zealand butter from 55,000 tonnes to 77,000 tonnes, opening the door for Anchor to expand further into the European Union.

Tacon’s predecessor Otter left in May without a job to go to. Industry sources say he is preparing to launch his own business. Consultant Steve Connors filled the post temporarily, while the company looked for a replacement.

Anchor is brand leader in the butter market, and has the second biggest value share of the yellow fats market, behind Van den Bergh’s Flora (IRI InfoScan June 1996).

Anchor will spend 5m on TV ads through Saatchi & Saatchi for Anchor Spreadable Butter, featuring the “Anchor cows”. It breaks on October 1.

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