Anchor launches on-pack rewards scheme

Marketing and communications support include a heavyweight TV and outdoor Anchor brand campaign and promotion-specific press and online advertising, plus retailer price promotions and sampling support, experiential activity and PR.

Says Senior Brand Manager, Lorraine Crowe: “We believe there’s a huge opportunity to increase Anchor’s brand share and category value, not just by bringing in new consumers, but by building loyalty with existing customers and getting them to increase spend and buy across the Anchor brand.”

Running from 5 May to January 2009, this simple and engaging promotion invites consumers to collect ‘O’ tokens from 40 million packs of Anchor Block Butter, Spreadable and Lighter, plus Anchor Cheddar, in return for fun free-range goodies.

Consumers simply use their ‘O’ tokens to create a Mooooo on a Moo-o-Meter collector card, and the bigger the Mooooo, the bigger the reward.

Rewards range from a family day out voucher for a 10-token ‘mini moo’ up to a cow-patterned baking kit in return for a 30-token ‘MOO-WOOGA’ and also include cow kites, cow-print rain macs and felt farm kits featuring characters from Anchor’s free range TV campaign. Larger pack sizes will carry multiple tokens.

Over 4 million Moo-o-Meter cards and over 11 million bonus tokens will be distributed via advertorials in popular women’s press and through major promotional activity with retailers.

A total media spend of £3.6 million includes a TV and outdoor campaign to support the Anchor brand and free range positioning, plus promotion-specific ads in mass market women’s press and retailer shopper magazines to guarantee blanket awareness among Anchor’s ‘natural provider’ mums. Additionally, advertising on women’s sites will drive consumers to the dedicated Make a Moo page on www.thefreerangebutter.co.uk/makeamoo, where they can also download a Moo-o-meter card along with a free bonus ‘O’ token.

The support programme for Make a Moo also includes experiential activity delivering nearly 200 activity days targeting over 350,000 consumers within the major multiples’ best performing stores.

Customers purchasing Anchor products will receive a free Anchor ‘I’m shopping …naturally’ shopping bag plus a Moo-o-meter collector card and bonus ‘O’ token.

Last year’s experiential campaign around the brand’s free range launch resulted in a huge uplift in sales (54% uplift: source Dunnhumby) and, with upweighted activity for
Make a Moo, Anchor expects even better results.

Says Lorraine Crowe: “Our free range strategy is really working and consumer response to our advertising has been fantastic. Make a Moo is absolutely spot on with the strategy and we’re confident it will be Anchor’s most successful promotion ever.

“It’s motivating and appealing for busy mums and families and it’s all about getting out and about and encouraging a natural, free range lifestyle. In research, consumers love the rewards and we expect a huge demand for them.”