Anchor in 10m repositioning campaign

Anchor, the Arla Foods-owned butter brand, is investing £10m repositioning as the UK’s only free-range butter. A major marketing campaign supporting the brand will break from the end of this month.

The new positioning, which highlights the use of New Zealand cows that are free to roam, aims to appeal to busy mums “striving to do the best for their families”.

A campaign that will focus on its free-range credentials will break in the women’s press and weekend supplements and will be supported by a website. In June, the advertising will be extended into outdoor and TV will follow in July. A second burst will be launched in the autumn alongside a door-drop campaign and a new pack design.

The TV campaign will bring back the “buttercup” test, where a buttercup is held under you chin to see if you like butter, and the press executions will show blades of grass with messages such as “If cows were meant to be kept indoors they’d be born with slippers”.

Lorraine Crowe, Anchor senior brand manager, says: “In research, consumers totally bought in to the free-range concept, believing that it offers a better quality and taste as well as ethical benefits.”