Anchor Butter: Food Glorious Food

Challenge

Create a consistent brand message for Anchor butter across all media platforms. Focus on the brand message of bringing people together around food. 

Insight

Anchor’s growing social community would respond to consistent messaging across all channels. Food Glorious Food was a brand new, peak time series on ITV.

Idea

The show and brand embody shared values and make the association to the viewer credible and clear.  The judges are real experts with proven track records in the industry and the backdrop was the Great British Countryside with a mix of country fairs and picturesque settings. 

Implementation

Create a fully integrated campaign including broadcast sponsorship, off-air licensing and celebrity endorsement.  Stacie Stewart of ‘Food Glorious Food’ became an Anchor brand ambassador and the competition when from regional heats to a grand final in London. There were 9 main episodes, 7 repeat episodes and a total of 420 Anchor idents.

Results

Anchor saw a 94% increase in engagement with brand content when the show was on air, more than 108,000 visits to the Anchor Dairy site over the campaign period and a dwell time of 1.59 minutes

20 Million Adults saw at least 1 Anchor Butter ident.

Facebook engagement rates increased to 0.84% (compared with 0.4-0.6% benchmarks), while the social content boosted CTRs on Twitter (1.39% vs. 1% average)

12,547 tweets throughout the series.

A bespoke research study showed that the integrated TV sponsorship was least two times more efficient that any other channel at driving long-term brand perceptions

Source: Carat ICE (Integrated Campaign Evaluation May 2013)

 

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    Adults saw at least 1 Anchor Butter Ident
  • 0 tweets
    Throughout the series