FMCG: Anchor Free Range Butter Arla Foods

Butter sales have declined over the past 40 years, thanks to the reduced popularity of home baking, and this has been exacerbated by low-fat diets and the increasing use of more convenient dairy spreads. Anchor reasserted itself as a brand leader, giving consumers a clear reason to choose the brand over own-label or butter substitutes by
positioning the brand as “free-range butter”. 

Anchor cows graze outside all year round and, unlike most cows, are never crowded into concrete floored sheds. Free-range cows give free-range milk, which makes the butter distinctive. TV, press and poster advertising, new pack design, online activity and a cross-promotion in-store with free-range eggs all carry the free-range message to the target audience of “natural providers”, who won’t compromise wholesome, authentic food for the sake of convenience. 

A loyalty reward scheme allowed consumers to claim goodies, such as a cow kite or mini baking kit. “The free-range butter” idea has helped turn Anchor into a hundred-million-pound brand for the very first time. 

Although the global dairy crisis resulted in an average 32% price increase across all Anchor products in 2007, there was little defection tocheaper own-label options. 

Shortlist

Campaign – Changing the Tissue, Habits of a Nation
Brand – Kleenex
Company– Kimberly-Clark

Campaign – Its All Good
Brand – McCain
Company – McCain Foods

Brand
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Company – Mars

Brand – Wrigley’s Extra
Company – The Wrigley Company

Sponsor: Platform-A

Platform-A is AOL’s advertising business. It is the industry’s largest digital advertising platform, offering the most comprehensive suite of marketing solutions, powered by the web’s best advertising technologies. 

Platform-A includes AOL’s leading media properties – AOL.com, AIM, MapQuest, and its advertising partners such as Cartoon Network, Spectator and UK Parents Lounge, as well as Advertising.com’s network that reaches 9 out of 10 users in the UK and over 157 million across Europe. (comScore August 2008).

Platform-A includes the technology of Tacoda’s audience insights and behavioural targeting; Quigo, a site- and content-targeting solution; ADTECH, an international digital ad-serving business; Third Screen Media, a mobile ad-serving network; and buy.at, an affiliate marketing solution.

Platform-A currently has operations in the United States and nine countries across Europe; including Denmark,Finland, France, Germany, Netherlands, Norway, Spain, Sweden, the UK, as well as Japan, through a joint venture with Mitsui. Learn more at www.platform-a.eu, the new home for AOL Properties, Advertising.com, buy.at, Quigo, Tacoda and Third Screen Media.

Shropshire House
11-20 Copper Street
London
WC1E 6JA

T 020 7092 2000
F 020 7902 2160
E infouk@platform-a.com
W www.platform-a.eu

Directors
Brendan Condon –
Managing Director, Platform-A International
Michael Steckler –
Managing Director, Platform-A UK
Disciplines Display, Search
Affiliate, Mobile, Video

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