Arla promotes Anchor Cheddar with nationwide sampling
Wednesday April 9, 2014 at 3:15pm
Anchor is embarking on a nationwide sampling tour across Tesco and Asda supermarkets this April (2014) as part of the brand’s marketing for Anchor Cheddar. Integrated below the line agency whynot! has been appointed by brand owner Arla to deliver the 50 date sampling campaign, which has been designed to drive trial and awareness of Anchor Cheddar. The tour will feature a home scene, in line with Anchor’s ‘Tastes Like Home’ positioning and its newly launched ‘Glorious Nothing Days’ campaign theme, celebrating the emotional connection between consumers and their ‘food moments’. Anchor brand ambassadors will engage with shoppers and communicate the brand’s key positioning, ‘Anchor Cheddar, Slowly Matured with a rich, full flavour’. The sampling tour aims to deliver Anchor Cheddar into the hands of over 200,000 consumers in the form of cheese cubes and cheese toasties, displaying the versatility of the product. The activity will also drive sign up to the Anchor Rewards Club, where consumers can collect on-pack codes and redeem them for exclusive branded merchandise, discounted family days out, and baking related experiences. To support Glorious Nothing Days, consumers will also be able to have fun at the Anchor Photo Booth where they can get dressed up, enjoy themselves and take the photo home as a keepsake, along with a branded Anchor fridge magnet. As a key part of a fully integrated campaign for Anchor Cheddar, this burst of activity will be supported by proximity 6 sheet media, an interactive social media promotion, press, radio, as well as Anchor’s new ‘Glorious Nothing Days’ TV campaign. The tour commences in April 2014 across 50 Tesco and Asda stores.