Anchor Butter signs partnership with ITV's Food Glorious Food

Anchor Butter has signed a six-figure partnership with the new 'X Factor'-style ITV food show, 'Food Glorious Food', which will feature one of the show's judges, Stacie Stewart, becoming an Anchor brand ambassador.

Stacie Stewart: Food Glorious Food presenter becomes Anchor brand ambassador
Stacie Stewart: Food Glorious Food presenter becomes Anchor brand ambassador

The Arla Foods butter brand hopes to use the partnership to drive conversation around its 'Tastes like Home' messaging and drive people to visit the Anchor website to share recipes and food stories.

The collaborative deal was negotiated between ITV, the production company Syco, and Carat, and will include broadcast, online and mobile elements. CHI&Partners has produced the idents.

Stewart, who was a finalist on the BBC show 'Masterchef', is one of the judges on the show, which will search the country for the best home-cooked recipes mimicking Syco programmes such as ‘The X Factor’.

Louise Turnbull, senior brand manager at Arla Foods, said: "The 'Food Glorious Food' association is perfect for Anchor's 'Tastes Like Home' positioning. Our 'Tastes Like Home' message is centered on Anchor being the social glue that brings people together around food.

"We want to emotionally engage with our consumers, celebrating the everyday moments around food and the pleasure surrounding these. This integrated partnership is a great way to engage with our target audience tapping into the moments in life in which food plays a role."

Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content


1 Why creative people have lost their way

What better way to kick off the inaugural issue of Campaign's monthly print offering than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...


1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).