Arla Foods is ploughing £5m into its Anchor portfolio this year with a multimedia campaign to increase penetration and cement the brand's free-range status.

The Make a Moo campaign will be spearheaded by an on-pack promotion, kicking off next month, that invites consumers to collect tokens from 40 million packs of its butter and cheese products.

The tokens can be traded in for rewards ranging from a family day out to a cow-patterned baking kit.

A press campaign is planned for next month and will run throughout June to highlight the on-pack activity, while a second burst of last year's TV ads is also set to hit screens next month.