According to brand owner Arla, over half of consumers believe their favourite spreads include butter, but most are a blend of vegetable oil and buttermilk - which the company described as “waste products from the butter-making process”.
A £7m TV activity kicked off this week with commercials featuring the brand’s new characters Cow and Moo, together with a ‘techno’ cow who likes “spreads that have E-numbers, colourings, potassium sorbate and diglycerides”. The strapline is ‘From the Anchor Dairy. Pure and Simple”.
Although no other products are mentioned, it is believed the ad refers to brands such as Clover, Utterly Butterly and St Ivel Gold, which are all produced by Dairy Crest.
Richard Tolley, marketing director at Dairy Crest, said he wasn’t worried by the approach. “It’s all good competition, and Anchor Spreadable really does need to do something. Clover’s only about £4m behind the total Anchor brand by value now,” he said.
According to Anchor senior brand manager Mikael Horsboll, the campaign has an educational element.
“Most consumers believe they’re buying butter-based products when they’re not,” he said. “We believe it’s right to let consumers know that most dairy spreads are not butter-based and contain many different ingredients, such as additives, colourings and preservatives.”
The campaign also includes bus-side activity.