Arla Foods has invested £6m in a new television advertisement, as the dairy producer embarks on a radical repositioning of its Anchor brand.
The 30-second animated creative features a cast of furry characters called Hugglers, who represent Anchor’s core audience of families. Created by animation house Passion, the advert follows the Hugglers as the two adult figures attempt to enjoy a romantic picnic – and are interrupted by a number of humorous mishaps.
Airing from 15 June, the advert will run for eight weeks until August and builds on the tagline “rich Anchor cheddar, that’s the good stuff”.
Arla Foods will support the television advert with additional video on demand and outdoor advertising, in a bid to drive mass consumer awareness of its Anchor lines of butter and cheddar cheese. Anchor cheddar will be further publicised by in-store sampling and a concurrent digital campaign, with further activity planned later in the year for Anchor butter.
Arla Foods business unit director Mike Walker said: “This new campaign is completely different to anything we’ve ever done before as we wanted a creative that would really stand out and make consumers sit up and take notice. By showcasing the real richness in family life with our ‘Hugglers’, we can create an emotional connection with the audience and celebrate those family moments where rich Anchor cheddar plays a central role.
“Worth £141.7m, the Anchor brand already has a strong emotional relationship with its existing customers, but we believe there is a huge opportunity for us to build on this, while also attracting new customers into the branded cheese category through the launch of this new marketing campaign. If there are any retailers who aren’t already stocking Anchor cheddar, we would strongly recommend you do so now to ensure you don’t miss out on the rise in demand for Anchor products we can expect to see.”
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