Anchor crowned Brand of the Year at the Grocer Gold Awards
Anchor Butter has been crowned ‘Brand of the Year’ at the prestigious Grocer Gold Awards.
A symbol of quality and excellence for the FMCG industry, the awards recognise outstanding performance by an established brand in response to changing trade or consumer needs. Judged against innovation, originality, creativity and business results, Anchor’s approach to the declining BSM category and turnaround in its own sales decline through a new education-based strategy saw it scoop the accolade, beating off stiff competition from nine other industry heavyweights.
The UK’s second largest butter brand Anchor delivered a retail sales value of £107m in 2017, an increase of over 13 per cent year on year. Following an overhaul of its packaging to focus on heritage, provenance and naturalness, the brand increased sales by 2 per cent and a further 2.2 per cent uplift was achieved following a brand new TVC that brought to life the heritage cues of the brand.
Ruby Ali-Brett, Director of the BSM category at Arla Foods, comments, “There has been a clear change in consumer habits in the butter and spreads category over recent years, with more shoppers looking for natural products that contain less ingredients. As taste and quality remain the key drivers for purchase, we have worked extremely hard on the Anchor brand to ensure that both the British heritage and quality of ingredients is clear for consumers.
“Through dialing up the ‘Real Butter’ credentials of Anchor and educating shoppers on the benefits of butter, we have been able drive volume and value growth for the brand.”