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Anchor Arla News

Anchor set for £10m repositioning campaign


By The Drum Team | Editorial

February 26, 2010 | 2 min read

Leeds headquartered Arla Food’s will aim to boost sales of butter brand Anchor Butter through a £10m repositioning campaign.

The campaign will see the brand position as the ‘Original Butter Company’ having previously been positioned as the Freerange Butter Company’ and will include a packaging redesign in March, as well as TV, PR, POS and outdoor campaigns in the summer.

Kate Richards, brand manager for Anchor Butter, explained: “We are repositioning Anchor Butter to further strengthen the brand within the competitive butters and spreads market. Research has shown that the new Anchor positioning is appealing to customers, with the highlighted heritage reinforcing the trust that they already have in the brand as well as the perceived quality.”

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