ANCHOR BUTTER IS RE-POSITIONING THE BRAND
Anchor Butter, the third biggest brand in the BSM category from Arla Foods, is repositioning itself as the “Original Butter Co.” as part of a massive £10m marketing campaign for 2010. The new positioning will be based on the heritage of Anchor, the oldest butter brand in the UK and will include new packaging which will be on shelf from the end of March.
Iconic packaging design
The simpler, bolder and cleaner packaging design builds on the strong visual equities and heritage of the Anchor brand. The Anchor branding features alongside a larger red Anchor which acts as a focal point helping consumers locate the pack on shelf; while a softer yellow adds warmth and the olive green script evokes a sense of freshness.
As consumers place increased trust in brands with a strong and recognisable legacy, Anchor’s new look and feel will engage shoppers, who have relied on the great taste of Anchor butter since 1886.
Anchor Butter will be supporting the repositioning with a massive £10m brand investment, an increase from £8m in 2009, which will include a new TV campaign in the summer, print advertising, PR, outdoor and point of sale.
Reinforcing Anchor’s Heritage
“We are repositioning Anchor Butter to further strengthen the brand within the competitive butters and spreads market” explains Kate Richards, brand manager for Anchor Butter. “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. Frequent Anchor Butter consumers recognise that the product has been in their fridges for several generations, so the new position helps to remind them of the longevity of the brand. We’re expecting the new packaging to be a real success which is why we recommend retailers stock up to take advantage of this strong profit opportunity.”
Anchor is in fact the oldest butter brand on the UK market today. Its origins began in 1886 when it was created by a Cornish Dairyman, Henry Reynolds, who emigrated to New Zealand. Henry exported the newly named ‘Anchor’ butter back to the UK from the 1890s and it has remained in the hearts of generations of British consumers ever since.
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