Anchor Free Range Buttercups
Anchor Butter, the New Zealand export dairy product, is being promoted in the UK as the ‘Free Range Butter’ in a TV advertising campaign using buttercups.
The 40 second commercial is built on the timeless buttercup test of holding a buttercup under the chin to tell if you like butter. The ad opens with a young girl holding a buttercup, which is then passed on in a free-range journey from one person to another, travelling by car and bus, accompanied by Bing Cosby singing Cole Porter’s song, ‘Don’t fence me in’. The ad ends with the end line, “Anchor The Free-Range Butter Co.”
Lorraine Crowe, Senior Brand Manager for Anchor UK, says, “People remember the buttercup test warmly. It is one of those simple family moments in life directly linked to butter and it communicates our free-range positioning well. We wanted to tap into the emotion of it and link it to our brand message by showing a buttercup passed from person to person in a free range journey.”
Despite once being banned by the European Union, Anchor is now the UK’s no. 3 butter brand. The brand’s marketers are building on the fact that the butter is made exclusively from the milk of free range New Zealand cows. Due to New Zealand’s more temperate climate, cows there are free to roam, with access to fresh green grass all year round.
The TV campaign follows on the success of print advertising, experiential activity and the launch of a new website, website www.thefreerangebutter.co.uk. The Anchor site hosts the Free Range Butter ad in quicktime and Windows Media formats.
The Free Range Butter campaign was developed at Clemmow Hornby Inge, London, by creative directors Dave Masterman and Ed Edwards, and agency producer Enca Kaul.
Editor was Bruce Townend at The Quarry.