With a new series of Billboard posters having been concurrently commissioned around London in which artists were tasked with replicating hand painted art work nodding to the heritage of Anchor, the creative team at CHI & Partners seem to be cleverly heading a double fronted campaign and one which I am finding udderly charming...
Running these two approaches simultaneously in one swift marketing campaign, but with no reference to facebook and/or any other digital medium on the billboards, Anchor look set to successfully engage with younger generations whilst avoiding alienating their more long standing and well established customer base.
The heritage that Anchor so greatly prides itself upon is retained by allowing the billboards to speak solely in the manner reminiscent of the bygone era, in which the brand was established as the original pioneering butter maker.
The endorsement of their facebook page can be found through alternative sources, more in keeping with attracting consumers who choose to interact with brands through social media.
Arla Foods promotes that 'unlike other big butter brands, their Anchor butter is made with 100% free range milk' and is conveyed through various digital photos and videos uploaded of the herd roaming freely around pastures green and fields a plenty.
'The cows are happy and we wouldn't have it any other way,' which is what produces a better butter they are keen to champion.
If you wish to see how the nation's most prized and precious cows are occupying their time these days click here for a delightful 'dairy diary' courtesy of Facebook and Arla Foods.
With recipes, videos, competitions and discussion boards, there is enough to keep you entertained until the um... cow's come home...
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