MADE BY COWS-TROLLEY/TRACTOR/CHURN by CHI & Partners London for Anchor

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MADE BY COWS-TROLLEY/TRACTOR/CHURN

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Industry Dairy products & Eggs
Media Design & Branding
Market United Kingdom
Agency CHI & Partners London
Executive Creative Director Ewan Paterson
Photographer Conor Masterson
Illustrator Paul Slater
Released August 2010

Credits & Description

Category: Illustration
Advertiser: ARLA FOODS
Product/Service: ANCHOR BUTTER
Agency: CHI & PARTNERS
Date of First Appearance: Aug 2 2010
Entrant Company: CHI & PARTNERS, London, UNITED KINGDOM
Executive Creative Director: Ewan Paterson (CHI & Partners)
Creative Directors: Ed Edwards/Dave Masterman (CHI & Partners)
Copywriter & Art Directors: Wayne Robinson/Matt Collier (CHI & Partners)
Photographer: Conor Masterson
Illustrator: Paul Slater
Typographers/Designers: Alison Carmichael/Dan Beckett/Suzie Hydon
Account Manager: Brendon McClean (CHI & Partners)
Planner: Sarah Clark (CHI & Partners)
Project Manager: Ben Etheridge (CHI & Partners)
Media placement: Print - Outdoor & Press - 2nd Sept 2010

Describe the brief from the client
Anchor holds fond memories for many in the UK after generations of being at the centre of the family kitchen table. However, Anchor had struggled in recent times. Sales had been in decline for several years. Anchor wanted to reignite latent affection amongst families by reminding them that Anchor, as the oldest brand in the category, had been producing natural, delicious butter for generations.

Describe the challenges and key objectives
The butter, spreads and margarine category is a very competitive one. With increasing prevalence of price promotions across the category, Anchor wanted to stop its year-on-year decline without over reliance on discounting.

Describe how you arrived at the final design
Under the creative idea of ‘Made By Cows since 1886’, a poster campaign was created in which cows were not only producing the milk but were also the factory workers who actually made Anchor butter. The posters were designed to look like old-fashioned adverts, hand-painted directly onto walls. They were given a humorous twist by featuring the cows at work, delivering milk, and moving the butter.

Give some indication of how successful the outcome was in the market
The posters were part of a hugely successful campaign for Anchor which saw them grow 13.7% to a total brand value of £97 million. This growth was driven by a large increase in penetration which brought Anchor into 750k new households.