Arla Foods has announced the launch of a radical new positioning for its Anchor brand in order to grow its £141.7m cross-category brand. Using an animated TV creative, Video on Demand (VOD) and outdoor advertising, the new £6m campaign aims to drive mass consumer awareness of Anchor Cheddar and affinity for its Anchor Butter range and sales of Anchor products for retailers.

The campaign kick starts with an animated TV advert for Anchor Cheddar which launches on June 15 and runs for eight weeks to August. Using the strapline, ‘Rich Anchor Cheddar, That’s The Good Stuff’, the TV campaign features a family of characters known as the ‘Hugglers’. Representing Anchor’s target audience of families, the ‘Hugglers’ demonstrate the richness in families relationships through everyday food moments with Anchor Cheddar at the heart. The 30 second creative, brought to life by leading animation house, Passion, follows the ‘Hugglers’ as they try to enjoy a romantic picnic, full of humorous mishaps.

Mike Walker, business unit director at Arla Foods commented: “This new campaign is completely different to anything we’ve ever done before as we wanted a creative that would really stand out and make consumers sit up and take notice. By showcasing the real richness in family life with our ‘Hugglers’, we can create an emotional connection with the audience and celebrate those family moments where rich Anchor Cheddar plays a central role.

“Worth £141.7m , the Anchor brand already has a strong emotional relationship with its existing customers, but we believe there is a huge opportunity for us to build on this, while also attracting new customers into the branded cheese category through the launch of this new marketing campaign. If there are any retailers who aren’t already stocking Anchor Cheddar, we would strongly recommend you do so now to ensure you don’t miss out on the rise in demand for Anchor products we can expect to see.”

In addition to the new TV campaign, the Anchor Cheddar will be publicised further with in-store sampling and a supporting digital campaign running throughout the course of the eight week campaign. Another exciting creative and supporting campaign will air later in the year to support Anchor Butter, with further details to be unveiled nearer the time.