“Let’s Get Absolutely Buttered”: Anchor unveils new brand positioning with playful twist

Anchor – part of farmer-owned cooperative Arla Foods, and one of the nation’s most iconic butter brands – has unveiled a new brand positioning and endline.  

Backed by a refreshed brand strategy, the new positioning sets a clear and confident direction for Anchor’s growth – future-proofing the brand’s role in an increasingly competitive dairy category, while introducing humour and playfulness throughout its communications.  

The new positioning is launched by a multi-channel creative campaign, which celebrates the nation’s love of double churned Anchor butter, while introducing a new tagline, “Let’s Get Absolutely Buttered” to the public for the first time.  

The campaign features a 30-second hero film at its heart, which centres around the idea that when you’re lost in that buttery moment, things can go delightfully awry. Directed by Andrew Gaynord, with production from MindsEye, the film opens to a woman enjoying a buttery crumpet on a canal lock. All-consumed by her crumpet, the woman is unaware that behind, her canalboat is sinking. Watching the disastrous incident unfold are two kids on bikes who deliver the punchlines, “she’s been on the double churned” and is “absolutely buttered’’. 

Sitting across TV, online, PR, social, out-of-home and in-store activations, the multi-channel campaign ensures consistent reach and impact across all customer touchpoints.  

Catriona Mantle, Marketing Director for BSM at Arla Foods, said: “Anchor has always been about unmistakable taste and comfort. With ‘Let’s Get Absolutely Buttered,’ we’re dialling up what makes Anchor different – our unique double churning for a rich and creamy taste – and expressing it in a way that’s joyful, memorable and relevant for today’s households. We’re proud to champion our farmer owners on pack, spotlight our British cream from UK farms, and bring a campaign to market that both reassures our loyal shoppers and welcomes a new generation of families to the brand.” 

Holly Ripper, CEO Havas London added: ‘’The problem is, when something tastes as good as Anchor, the world can momentarily fade away, and it can lead to a lapse in judgement.  

We’ve all been there, because what Brit doesn’t want to get ‘Absolutely Buttered’ – morning, break time, after work, weekends, at your desk, on your sofa with your mates, kids, colleagues, or even… on a barge.  

It’s an iconic part of British culture and so is Anchor.’’