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Anchor fights to save the iconic cheese sandwich

Monday February 9, 2015 at 3:01pm
Anchor Cheddar is countering a decline in the popularity of the iconic cheese sandwich with a new campaign, ‘The Cheese Sandwich Needs You’, including a 100-location tour of the UK and a new on pack promotion. The integrated campaign has been created for Anchor by creative agency, whynot!. The campaign launched last week with London landmarks being lit up with Anchor-branded images of the ultimate cheese sandwich, with the intention of getting passers-by to take photos and share across social media. The Houses of Parliament, Marble Arch, and Battersea Power Station were amongst the 10 iconic buildings to be taken over. The tour element of the campaign sees an Anchor Cheddar Sandwich bus visit 100 locations across the UK, including key supermarkets as well as city centres, and reaching an estimated 1 million people over three months. Anchor brand ambassadors team equipped with loud speakers and campaign flags will be asking consumers to #getonboard and pledge to ‘Save the Cheese Sandwich”, with freshly made Anchor Cheddar sandwiches as an incentive. The tour is supported with an on pack promotion launching at the end of March for four weeks on Anchor Mature Cheddar across major supermarkets, offering consumers the chance to claim a free Anchor Cheddar sandwich tin. To ensure a fully integrated campaign for Anchor Cheddar, proximity 6 sheet and in store media, interactive social media, and press and radio promotions will also support this burst of activity. Nick Whitehurst, chief executive of whynot!, says “We’ve created the most ambitious campaign for Anchor Cheddar to date with the ‘The Cheese Sandwich Needs You’, aiming to reach out to the nation both within their own towns and through extended press and media channels.”
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