WCRS has scooped the #8 million Anchor business after a pitch
against Abbott Mead Vickers BBDO and St Luke’s.
Anchor, which is owned by New Zealand Milk, officially called an
advertising review, conducted through the AAR Group, in May.
The news put an end to its 14-year relationship with Saatchi & Saatchi,
which did not repitch because of a clash with Johnson & Johnson’s
WCRS will have the task of creating a new brand campaign for the Anchor
range which includes Anchor packet butter, spreadable butter, So Soft
dairy spread and its cheese and aerosol cream range.
Ros Davis, the director of consumer marketing at Anchor, said: ’The
quality of work from all three agencies was of an exceptional standard
and in the end it was WCRS that stood out. I am delighted at the
appointment and the prospect of developing a powerful campaign that will
realise the huge potential for the Anchor brand.’
Stephen Woodford, the chief executive of WCRS, said: ’Anchor is one of
Britain’s best-loved food brands. Our task will be to unlock its full
potential by creating a powerful and relevant platform to take the brand
forward.’ The win widens the agency’s FMCG portfolio significantly.
Michaelides & Bednash won the media strategy for the Anchor brand in
June. The agency’s brief is to lead a fightback against the glut of
supposedly healthier products that have flooded the spreads market in
Anchor is expected to capitalise on public concerns over genetically
modified foods. It was recently positioned as a ’free-range’ butter,
the visual of a calf being ’hatched’ from an egg, like a chicken.
Saatchis created the famous Anchor Butter dancing cows for the
Its most recent ad, for So Soft butter, showed the cows taking part in a
computer-generated ski race ending in a crash.
Media buying remains with Zenith Media.