New Zealand Milk is investing £10m in a major relaunch of its market leading Anchor brand, featuring a new logo, packaging and communication strategy. Ros Davis, marketing director, New Zealand Milk (UK), said: "A £10m investment is rare in the butter sector, so New Zealand Milk's millennium spend is of extreme importance to the yellow fats market. We aim to shake up and reenergise the yellow fats fixture." The green ribbon round the Anchor logo has been extended to represent rolling pastures and this will feature from next month across the whole portfolio of Anchor products ­ which also includes Organic, Spreadable and SoSoft. It will unveil a new advertising campaign ­ a £7m spend on TV and posters ­ in the summer that will focus on the new communication strategy: Anchor ­ It's in our nature. Davis said: "The campaign builds on existing Anchor equities and takes Anchor beyond butter into good tasting quality products produced by a company determined to offer the best." New Zealand Milk is also working with retailers to develop PoS material and displays to support the relaunch. Further TV, press and radio advertising, PR, direct mail and couponing are planned throughout the year. Davis added: "Instead of taking it for granted, we want our audience of consumers and retailers to reappraise the brand and look at Anchor in a way they never have before. "It's been around for a long time but it is very relevant to what consumers are looking for today." It also aims to get across the fact New Zealand Milk is a major player in the international dairy industry. {{P&P }}

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