Anchor Butter 

​

With its tired brand and a declining core user base, Anchor was losing market share to the likes of Flora, Country Life and Bertolli - and failing to justify its premium price point.

 

To reignite the brand's appeal and commercial performance, we developed a growth strategy that encompassed a new definition of Anchor's target market, sales and penetration goals, a new brand strategy as well as briefs for marketing and innovation activity.

​

With provenance seen as a badge of higher quality and the role that butter has to play in British food culture, we developed a new brand strategy that made Britishness meaningful. 

 

All this gave Anchor the fresh direction it needed to get to number two in the BSM market - without stealing share from Lurpak, the other powerbrand in Arla Foods' portfolio.

​

 

Agency: LSU