The new positioning will be based on the heritage of Anchor, playing on the concept that it is the oldest butter brand in the UK. It will include new packaging, which will be on shelf from the end of March.
The Anchor branding will feature alongside a larger red Anchor, to ensure that consumers can continue to locate the pack on shelf.
Anchor Butter will be supporting the repositioning with a massive £10m brand investment, an increase from £8m in 2009. It will include a new TV campaign in the summer, print advertising, PR, outdoor and point of sale.
Kate Richards, brand manager for Anchor Butter, says: “We are repositioning Anchor Butter to further strengthen the brand within the competitive butters and spreads market. Research has shown that the new Anchor positioning is appealing to customers, with the highlighted heritage reinforcing the trust that they already have in the brand as well as the perceived quality.”
Anchor’s agencies of record include BD Network, Carat, Carlson Marketing and CHI & Partners.
Rival Butter brand Clover recently launched a new series of advertisements, as part of its £5m investment in the brand’s relaunch.