CHI to reposition Anchor with £7m adspend

Clemmow Hornby Inge has won Anchor Butter's advertising account with the brief to raise its profile as a traditional, but healthy, butter product.

Anchor is backing the relaunch with a £7 million spend, almost doubling its £4 million investment in advertising of last year.

The agency won the pitch after seeing off competition from BMP DDB and M&C Saatchi.

WCRS, the four-year incumbent on the business, pitched to retain the account. The agency brought Anchor back to TV screens after a two-year break with a campaign that highlighted how New Zealand cows are reared free from chemicals. Before that, Saatchi & Saatchi had held the account for 14 years.

Over the past two years, sales of Anchor's spreadable butter have risen by 20 per cent while its share of the traditional butter market has fallen some 6.7 per cent, according to Mintel.

This has been because of tough competition from rivals such as Lurpak, Kerrygold and Country Life.

Arla Foods, Anchor's parent company, now wants a new advertising campaign to reposition the product as a healthy option.

Sarah Gold, the new-business director at CHI, said: "Anchor is a brand with a great heritage. We are all really excited to be given the chance to be part of its future."

Anchor's current advertising campaign will continue to run until September with CHI's offering due to be screened in October.