Anchor returns to the TV screens on Monday (18 July) during ITV’s Emmerdale as part of a major new £2 million Anchor Spreadable campaign. The new Arla Foods campaign is themed around ‘guerrilla parenting’, helping parents occupy their kids during the summer holidays.
‘Hometime’, featuring the Anchor Hugglers, will be on TV for six weeks and is the latest in Anchor’s ongoing ‘That’s The Good Stuff’ campaign. In a scene familiar to parents, an overwrought dad at the indoor play centre is wrestling with his little ones who aren’t ready to go home. Needless to say, things don’t quite go according to plan.
The campaign includes a number of activities including a Google Play promotion on the inner foil of Anchor Spreadable packs giving shoppers the opportunity to win a download of a film, game or app.
A specially commissioned vending machine will be placed in London Victoria, Manchester Piccadilly and Birmingham New Street railway stations at the end of July to intercept families heading for days-away. The vending machine will be filled with specially produced free activity packs. A further twelve days of sampling will take place at other stations across the UK handing out Anchor coupons and activity packs.
On social media, comedian Sam Avery has been commissioned to produce four witty videos – the theme of the films will be ‘Confessions of a summer parent’ and shared on Facebook and YouTube.
Jennifer Brown, Arla Senior Brand Manager for Anchor said: “All parents will relate to the new Anchor ad as the summer holidays loom. The campaign is about putting a smile on the faces of parents and children.”
Anchor butter is made at the Arla site in Westbury, Wiltshire.
The campaign was created by Creature.
Arla Foods is a global dairy company and co-operative owned by 12,700 dairy farmers with circa 2,700 of whom are British.
Dating back to 1881, Arla’s purpose is to secure the highest value for its farmers’ milk, while creating opportunities for their growth. With production facilities in 11 countries and sales offices in a further 30, Arla is the world’s fifth largest dairy company and largest supplier of organic dairy products. Arla has a total of more than 18,000 colleagues and its products are sold under the well-known brands Arla®, Lurpak® and Castello® in more than 100 countries.
Arla Foods UK is the largest dairy company in the country and is home to leading dairy brands Anchor®, Cravendale, and Lactofree® with a turnover of €2.9 billion. As well as being a leading supplier of fresh milk, number one in butter, spreads and cream, Arla is the UK’s largest cheese manufacturer. It has also built the world’s largest fresh milk facility located at Aylesbury and has plans for it to be the first zero carbon site of its kind. The UK business has a team of approximately 3,500 colleagues located at its dairies, distribution centres and head office.