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Anchor launches new-look £4 million advertising campaign

Press release   •   Jan 12, 2005 10:15 GMT

The Anchor brand are back on screen with a £4 million advertising campaign, spearheaded by new-look, hi-tech versions of the Anchor Cow and Moo characters.

Humour and personality have been added to the commercials with Tony Robinson and Stephen Fry teaming up as the voices of the Anchor Cow and Moo duo. This is the first time the pair has worked together since their Blackadder days.

Anchor butter and spreads brand manager, Caroline Baker said: "The new ads are different in that they use humour. We're confident that this will help to get our message across by making the new-look Anchor Cow and Moo more familiar and will add to the appeal of the brand.

"The first group of ads will focus on Anchor Spreadable and communicate the key proposition of naturalness to remind consumers that Anchor Spreadable, unlike other buttery-flavoured spreads, contains 100 per cent natural ingredients," added Caroline.

The team at Anchor believes that the Spreadable ads will consolidate the brand's position as a leading player in the spreadable sector, which remains the fastest growing sector of the butter and spreads market. Anchor Spreadable is the number one sweetcream-taste brand, with sales having grown by 16 per cent year-on-year.*

The latest £4 million campaign marks the latest step forward for the Anchor brand since it was taken over by Arla Foods in March 2002.

* Source: IRI Scantrak 52 w/e 10 July 2004

Arla Foods UK plc is home to some of the UK’s leading dairy brands including Cravendale, Lurpak and Anchor. Processing approximately two billion litres of milk a year Arla continues to be one of the UK’s leading dairy companies and a supplier of fresh liquid milk and cream to the top seven retailers.

Over 2,500 daily deliveries are made directly to stores nationwide and Arla brands can be found across the dairy category. As well as the leader of the butter, spreads and margarine sector, and a major supplier of other added value products including flavoured milk and cheese, Arla continues to build working relationships with Arla Foods Milk Partnership, a unique group of dairy farmers, which supplies around 90 per cent of Arla's total milk requirements.

Behind this leading business is a team of circa 2,800 people across the UK located at our dairies, distribution centres and head office.