The makeover will be supported with a £4.5 million campaign to publicise Anchor’s ‘real butter’ credentials.
Arla produce Anchor using 100% British Milk. The move will see the brand flying the British flag as it reinforces the dairy cooperative’s drive to champion British dairy, as part of its ambitious 2020 Strategy.
Highlighting the British provenance of the brand, from this month, an updated design of the iconic ‘Anchor’ logo and symbol will be appearing on-pack alongside prominent references to Westbury in Wiltshire, home to Arla’s dairy where Anchor Block Butter and Anchor Spreadable are made.
The redesign is being celebrated in a wider broadcast, digital and in-store marketing campaign, launching in July, which was created to emphasise that Anchor spreadable is made from real butter blended with Rapeseed Oil. The campaign sees the return of the popular ‘Hugglers’ characters, in a family setting.
Gareth Turner, BSM category director at Arla Foods UK said: “Anchor is a fridge staple, eaten and loved by British families around the country. We are delighted with our new packaging design and wider campaign which celebrates Anchor’s superb quality in a way that resonates with today’s consumers.
“We know those consumers increasingly want to know where the products they buy come from, so we believe it’s important to highlight that Anchor butter is made in Wiltshire, with milk from British farms, loud and proud on our packaging.”