Anchor 'buttercup test' by CHI & Partners

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Arla Foods is repositioning Anchor as a free-range product and backing it with a £3m TV campaign.

Created by CHI, the execution is designed to spark people's emotions of the classic "buttercup test" work from yesteryear, while also highlighting the new product positioning to customers.

It begins with a girl picking a buttercup and holding it under her chin to do the classic test.

She then passes it on to a boy who holds it under his own chin -- he then hands it to a woman in a car.

The flower is then passed from person to person until a man on a bus hands it to an attractive girl who is giving him the glad eye.

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Released: 04 July 2007

Related Creative:


CHI & Partners
Lorraine Crowe, senior brand manager of Arla Foods
To communicate that Anchor is the only butter brand made with free-range milk
Ed Edwards
Art director
Dave Masterman
Ben Southgate
Media agency
Media planner
Greg Paterson
Production company
Simon Ratigan
Bruce @ The Quarry
The Mill
Audio post-production
National TV

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