Arla Foods-owned butter brand Anchor is aiming to future-proof its place in an increasingly competitive dairy category, with a new brand platform that introduces humour and playfulness and a new strapline “Let’s Get Absolutely Buttered”.
In the first campaign to be devised and executed by Havas London since Anchor appointed the agency as its creative partner in August 2025, the new positioning is designed to celebrate the nation’s love of double churned Anchor butter.
The activity is being led by a 30-second film, which centres around the idea that when you are lost in that buttery moment, things can go delightfully awry.
Directed by Andrew Gaynord, with production from MindsEye, the film opens to a woman enjoying a buttery crumpet on a canal lock. All-consumed by her crumpet, the woman is unaware that behind her, her canalboat is sinking. Watching the disastrous incident unfold are two kids on bikes who deliver the punchlines, “she’s been on the double churned” and is “absolutely buttered”.
Running across TV, online, PR, social, out-of-home and in-store activations, the multi-channel campaign aims to ensure consistent reach and impact across all customer touchpoints.
Arla Foods marketing director for BSM Catriona Mantle said: “Anchor has always been about unmistakable taste and comfort. With ‘Let’s Get Absolutely Buttered,’ we’re dialling up what makes Anchor different – our unique double churning for a rich and creamy taste – and expressing it in a way that’s joyful, memorable and relevant for today’s households.
“We’re proud to champion our farmer owners on pack, spotlight our British cream from UK farms, and bring a campaign to market that both reassures our loyal shoppers and welcomes a new generation of families to the brand.”
Havas London chief executive Holly Ripper added: “The problem is, when something tastes as good as Anchor, the world can momentarily fade away, and it can lead to a lapse in judgement.
“We’ve all been there, because what Brit doesn’t want to get ‘Absolutely Buttered’ – morning, break time, after work, weekends, at your desk, on your sofa with your mates, kids, colleagues, or even… on a barge. It’s an iconic part of British culture and so is Anchor.”
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