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Anchor ‘guerrilla parenting’ campaign

Thursday July 28, 2016 at 7:39am
Anchor has launched a new £2 million Anchor Spreadable campaign themed around ‘guerrilla parenting’, helping parents keep their kids occupied during the summer holidays.Anchor’s Summer Survival promotion was born out of the insight that even though the school summer holidays are fun, spending six weeks with the kids running around under their feet, means sometimes all parents need a little help to survive. Anchor is providing parents with essential tools to help keep the kids distracted when they need it the most.The campaign kicked off on July 18th with a TV commercial which broke during ITV’s Emmerdale. ‘Hometime’, featuring the brand characters the Anchor Hugglers, will be on TV for six weeks and is the latest in Anchor’s ongoing ‘That’s The Good Stuff’ campaign.In the ad, an overwrought dad at the indoor play centre is wrestling with his little ones who aren’t ready to go home. Needless to say, things don’t quite go according to plan.The integrated campaign includes a number of activities including a Google Play promotion on the inner foil of Anchor Spreadable packs giving shoppers the opportunity to win a download of a film, game or app. The on pack promotion is running throughout the holidays across 2.5 million packs of Spreadable, where shoppers are given the chance to win ‘over a million minutes’ via Google Play.A specially commissioned vending machine will be placed in London Victoria, Manchester Piccadilly and Birmingham New Street railway stations at the end of July to intercept families heading for days-away. The vending machine will be filled with specially-produced free activity packs. A further 12 days of sampling will take place at other stations across the UK handing out Anchor coupons and activity packs.The ad campaign was created by ad agency Creature with the on-pack promotion and the vending machine created and delivered by promotional marketing agency whynot! thinkpeople.In total, Anchor brand ambassadors will be handing out 57,000 activity packs to young families in situations where they need distraction tactics the most, such as long journeys.On social media, comedian Sam Avery has been commissioned to produce four witty videos on the theme of ‘Confessions of a summer parent’ which will be shared on Facebook and YouTube.Jennifer Brown, Arla Senior Brand Manager for Anchor, says: “All parents will relate to the new Anchor ad as the summer holidays loom. The campaign is about putting a smile on the faces of parents and children.”Arla Foods is a global dairy company and co-operative owned by 12,700 dairy farmers, circa 2,700 of whom are British. With production facilities in 11 countries and sales offices in a further 30, Arla is the world’s fifth largest dairy company and largest supplier of organic dairy products. Arla products are sold under well-known brands including Arla, Lurpak and Castello in more than 100 countries. Arla Foods UK is the largest dairy company in the country with a turnover of €2.9 billion and owns leading dairy brands Anchor, Cravendale and Lactofree. Anchor butter is made at the Arla site in Westbury, Wiltshire.The post Anchor ‘guerrilla parenting’ campaign appeared first on Promomarketing.]]>
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