Dairy group Arla Foods is to relaunch Anchor Lighter butter in the UK this month with a major GBP5m (US$9.8m) marketing programme in a bid to keep up with an increasingly “competitive” market.

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The campaign will see TV advertising kick off on 21 January for a four-week burst alongside a package redesign that hit shelves this week.


The relaunch is designed to reinforce the free-range message Arla continues to drive for Anchor.


“Since we launched Lighter in 2005, the market has become more competitive,” said Lorraine Crowe, senior brand manager for Anchor. “It is important that we differentiate Anchor, which we’ve done by reinforcing the free-range positioning, and that we put major marketing support behind it.


The package redesign will feature grass and flower illustrations to push Anchor’s free-range message along with a product claim of “50% less saturated fat”.

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