The ’Every Dessert Deserves a Squirt’ ad will be running in every episode of Britain’s Got Talent and Britain’s Got More Talent on ITV2 throughout May.
It is the first time in five years that the product has appeared on TV.
The advert, designed by CHI and Partners, airs for the first time on 8 May. It explores real-life dessert situations in “fun and creative ways”.
The campaign will be supported digitally through the BGT website, with the advert also on ITV player in video highlights of the show. Anchor Cream will also be heavily featured across the show’s website during the finale weekend.
In-store, support will include sampling and point-of-sale material sited at different locations to drive people to the cream aisle.
Brand manager Edward Steele says that advertising on TV during BGT is “the perfect way” to raise awareness of Anchor cream amongst its target family audience.
Anchor cream has a £10m brand value (Nielsen).
Arla Foods is currently reviewing its pan-European media planning and buying arrangements, aiming to consolidate the account into one agency. The pitch will cover media planning and buying activity for Arla’s six key dairy brands in the UK including Anchor, Cravendale, Lurpak, Lactofree, Apetina and Castello.