Anchor is to launch a TV advertising push to stress the heritage of the country’s oldest butter brand.

The tongue-in-cheek ads kick off in mid-May for a 12-week run with the strapline ‘Made by Cows since 1886’. They portray a day in the life of Anchor butter cows, from clocking on in the morning to queuing at grass dispensing vending machines and loading the delivery lorry.

“The new TV advertising campaign takes the brand in a very different direction, which will undoubtedly generate consumer excitement in the brand, reminding them of the great reasons to purchase Anchor butter,” said senior brand manager Mike Walker.

The ads form part of a £10m marketing spend that will also include cinema spots targeted at 35-54 year-old women, who are expected to visit the cinema more in June while the World Cup is on.

Anchor is worth £85.7m [Nielsen 52w/e 20 March].