14 Jan 2008


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Anchor to relaunch Lighter variant with £5m spend

Anchor

dairy

butter and spreads

Source : Anchor
Anchor, The Free Range Butter Co, is relaunching its Lighter variant this month with a major £5 million marketing programme including a fresh and contemporary new pack design, national TV and press advertising and retailer promotional support, plus online activity and PR.

Anchor Lighter ad

Free-range redesign
The pack redesign, which appears onshelf from 14 January, features grass and flower illustration and words like ‘roam’ and ‘wander’ to push Anchor’s free-range credentials, while referencing the great heritage of the brand with the return of the retro-style, curved Anchor marque, which now incorporates the ‘free range butter co.’ positioning.

50% less saturated fat
Additionally, the pack and Anchor Lighter communications will include the new product claim ‘50% less saturated fat compared to standard butter’. Anchor’s research (Clear UK) shows that consumers are more motivated by the comparison with standard butter than with standard spreadable butter.

Felt cut out cows chew the cud
Anchor’s new year TV advertising kicks off on 21 January for a heavyweight four week burst. The campaign comprises four new treatments for Anchor butter, including general brand ads and one bespoke Anchor Lighter ad – Butterfly - which will be the main focus of the January/February burst.

Created in ‘felt cut out’ style, the campaign is set in the fields where the Anchor cows live, with a jolly ’hoe-down’ soundtrack. Butterfly opens on a cow chewing the cud. A butterfly lands on her and flies off carrying the cow with him. The cow looks confused. The butterfly puts the cow down in another field and the cow starts chewing the cud in her new location to the voiceover “Same free-range cows, but lighter.”

Lower in fat, same big, fat happy cows…is the message on press ads, which focus solely on Anchor Lighter. The ads will appear in women’s and parenting magazines plus weeklies and supplements to reach 65% of Anchor’s target mums market.

To complete the campaign, there will be instore sampling, 50p off Anchor Lighter 500g packs in all major retailers during January and February, a website update including a competition, and consumer PR support.

Says Anchor Senior Brand Manager, Lorraine Crowe: “Spreadable is driving the BSM market and growing Anchor Lighter, as part of our spreadable range, is a key part of our strategy for 2008. Since we launched Lighter in 2005, the market has become more competitive. It’s important that we differentiate Anchor, which we’ve done by reinforcing the free-range positioning, and that we put major marketing support behind it.

“The new pack has real stand out. In research (Tangible Branding) consumers are telling us they love it and that the free-range message comes clearly across. Obviously, January’s a key time of year for Lighter and we believe the charm and humour of the new campaign will really engage our target market while retailer promotional activity will drive sales.”

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