CHI ads stress Anchor's natural ingredients

Clemmow Hornby Inge's first TV campaign for Anchor sees the debut of the brand's new characters.

Moo and Anchor Cow, a pair of animated cows, promote the natural ingredients used in Anchor's products.

The ads aim to raise awareness that Anchor Spreadable is made from butter, while most competitors' products use a blend of vegetable oil and buttermilk.

"Most consumers believe they are buying butter-based products when they're not," Marcus Farthing, the head of brand management at Anchor, said. "We believe they need to know the facts. We believe it's right to let consumers know that most dairy spreads are not butter-based and contain many different ingredients about which the public may not be fully aware."

CHI has created two 40-second ads that use the new slogan: "From the Anchor dairy. Pure and simple."

One ad features a "techno cow", which prefers more additive-laden spreads.

Anchor and Moo don't understand the complexity of so many ingredients and prefer Anchor's simplicity.

Sarah Gold, the new-business director at CHI, said: "We hope that this work not only shakes up the category, but also makes people fall in love with the Anchor cows all over again."

The TV campaign will be supported by a PR, below-the-line and outdoor campaign that will include the use of bus sides. The media strategy and buying is handled by Carat.

The ads were written by Brian Turner and art directed by Micky Tudor.

Jonti Picking was the director of animation. The ads were produced by Mick Foley of Sumo Dojo.

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