Clemmow Hornby Inge (CHI) has won the £7m advertising account for Arla Foods-owned butter brand Anchor following a three-way pitch against BMP DBB and M&C Saatchi. Incumbent WCRS was not on the shortlist.
The decision to appoint CHI does not affect BMP’s work on Arla’s other brands – Danish butter brand Lurpak and Cravendale. But it will still come as a blow to BMP, which has lost out to CHI on the British Gas advertising business in recent weeks (MW May 6).
CHI will now handle all Anchor butter’s TV and press advertising. It will develop a new TV campaign to break in October. Anchor’s current campaign, which features cartoon characters being given a tour around the Anchor factory – a field – will continue until September.
WCRS created the campaigns, after winning the business in 1999 from Saatchi & Saatchi. The advertising promotes Anchor’s spreadable butter brand. The brand’s advertising had previously focused on its use of free-roaming New Zealand cows.
Scandinavian dairy co-operative Arla Foods is the largest dairy in Europe. It was formed in 2000 following the merger of Swedish company Arla and Denmark’s MD Foods. It also owns the Harmonie Organic Range, Gulp! Milk Drink and Rosenborg blue cheese range.