ANCHOR
’FREE-RANGE’
I was creative director on Anchor for 5 years. As a butter lover, I knew butter had been demonized by the so-called healthier spreads. So, we were determined to redress the balance and put Anchor back on the map. Unlike other butters, Anchor’s cows are free-range. So, we created the ‘Free-Range Butter Company’ campaign and the ‘Made By Cows’ campaign. Anchor became a £100 million brand, winning a slew of awards, including 3 D&AD Wooden Pencils.
We broke out of traditional media by grassing over Trafalgar Square with 20,000 square meters of turf. Visitors in central London could soak up the sunshine and be reminded that Anchor is a made with free-range milk.
‘MADE BY COWS’
A fresh campaign that literally shows cows making butter.
