Arla Foods has launched a new advert for its Anchor butter brand in the UK.
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Breaking on 19 January and inspired by the movie The Great Escape, the ads see a felt cut-out cow making a “bid for freedom” on a motorbike, while being chased by angry farmers, the company said today (12 January).
The TV ad will run for a month followed by Anchor brand ads in women’s press featuring Anchor cows in “popular holiday destinations” such as Paris and the Pyramids, with the line ‘Our cows are free to roam’.
The GBP2.5m (US$3.7m) investment in the campaign is part of a planned investment for the brand of GBP10m during 2009.
“Our free-range positioning has been extremely successful and the felt cut-out style is now distinctly owned by Anchor, with consumers instantly recognising and liking it,” said Anchor brand manager Emily Oldridge.
“The new TV ad builds on last year’s campaign and plays on a much-loved movie and theme tune to create an iconic and memorable execution for Anchor.”
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By GlobalData
