Arla is to launch its first cross-range push on Anchor, with butter, spread and squirty cream in one campaign for the first time as it splashes out £18m on marketing its key butter brands, Anchor and Lurpak, this year.
The £8m Anchor campaign will see Arla position the brand around a ‘Tastes Like Home’ strapline.
A new 60 second TV ad, debuting on 22 February, will show Anchor block butter, spreadable and squirty cream being used in “recognisable family moments” in a kitchen through the years. It will run for an initial four-week burst. There will also be individual 20 second ads for Anchor spreadable and cream.
Running concurrently with the Anchor activity will be a new £10m campaign for Lurpak - the UK’s biggest butter and spreads brand, worth £282.5m [The Grocer Top Products Survey 2012/Nielsen MAT 13 October 2012]. Sitting under the ongoing Good Food Deserves Lurpak campaign, the theme will be ‘Good Proper Food’.
A 60-second TV ad - showing cottage pies, macaroni cheese and bread & butter pud - breaks on Sunday 10 February with a further burst later in the year.
The Lurpak campaign was an exciting opportunity for Arla to reinforce Lurpak as a quality product essential for creating great tasting home-cooked food, said Jessica Hardcastle, Lurpak senior brand manager. It will hit cinema screens on 18 February and will supported by a 48-sheet outdoor poster campaign.
The cross-brand Anchor campaign comes after Arla has spent years consolidating its grip on the Anchor brand in the UK. In 2009, it bought the full UK rights in all categories from New Zealand dairy giant Fonterra. In 2011 it launched Anchor pouring cream and last year started moving production of Anchor from New Zealand to the UK.