Anchor returns to TV with new £7m campaign by WCRS

Anchor butter is returning to national TV with its first new work for two years and is putting £7 million behind a campaign by WCRS to stimulate awareness of the Anchor Spreadable brand among younger consumers.

Anchor is looking to build on the principle difference it sees between itself and its competitors - its use of New Zealand cows raised without chemicals and free to roam across large areas of land.

The 30-second spot is the first TV work from the agency since New Zealand Milk, the producer of the Anchor brand, and Arla Foods joined forces in the UK last October.

The campaign features a mixture of live action and animation and opens on animated characters taking a long tour of the Anchor factory, which turns out to be a vast expanse of fields with Anchor cows grazing on lush grass.

Media planning and buying is through Carat. While Anchor's key broadcast region has historically been the South, it is now looking to broaden its reach by moving into the central region and the West Country.

Azon Howie, Carat's associate director in broadcast communications, said: "We're targeting a slightly younger audience than traditional block butter users, so while we'll still be buying into big mass programmes such as Coronation Street, we will also be using younger, sexier programmes such as Sex and the City on Channel 4."

It will be supported by a print campaign, which will run in glossy food monthlies and premium women's monthly magazines.

The TV spot was written by Dave Fowle and art directed by Dave Lang. It was directed by Jim Le Fevre of Nexus Productions.

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