ANCHOR SEND A CAKE APP by CHI & Partners London for Anchor

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ANCHOR SEND A CAKE APP

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Industry Butter, Edible oil & Fats, Grocery and Other foods
Media Promo & PR, Case study
Market United Kingdom
Agency CHI & Partners London
Executive Creative Director Ewan Paterson
Released November 2010

Credits & Description

Category: Best Use of Social Media Marketing
Advertiser: ARLA FOODS
Product/Service: ANCHOR BUTTER
Agency: CHI & PARTNERS
Date of First Appearance: Nov 1 2010
Entrant Company: CHI & PARTNERS, London, UNITED KINGDOM
Entry URL: http://www.facebook.com/anchordairy?sk=app_4949752878
Executive Creative Director: Ewan Paterson (CHI & PARTNERS)
Creative Directors: Ed Edwards/ Dave Masterman (CHI & PARTNERS)
Copywriter/ Art Directors/ Director: Wayne Robinson/ Matt Collier (CHI & PARTNERS)
Planner: Sarah Clark (CHI & PARTNERS)
Typographer/Designer: Alison Carmichael/ Dan Beckett/ Suzie Hydon
Production Company: Unit 9 (UNIT 9)
Digital Producer: Sam Sammons/Alaina Olsen (CHI & PARTNERS)
Account Manager: Brendon McClean (CHI & PARTNERS)
Project Manager: Ben Etheridge (CHI & PARTNERS)
Media placement: Facebook Application - Facebook - 1st Nov 2010

Insights, Strategy & the Idea
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 years. Sales had been in decline for several years and ANCHOR wanted reignite latent affection amongst families. To do this we needed to create engaging content on ANCHOR’s Facebook page that would connect with families in a new way.

Creative Execution
ANCHOR launched the Send a Cake app on their Facebook page in November 2010. The app allowed users to make personalised cakes with the help of a helpful ANCHOR cow as a baker. Users could send virtual versions of their cake to friends on Facebook or send a real cake by post.

Results and Effectiveness
Over a month long period ANCHOR grew its number of Facebook followers from 18k to 21k (an increase of over 15%). Send a Cake became the most visited page on the ANCHOR page. Users sent over 10k virtual cakes spreading a feel-good factor around the ANCHOR brand. This was 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.