In 2007, a powerful new concept was identified for Anchor: to position it as a free-range butter. While consumers had been used to free-range eggs, they had never thought about how their butter was made. Anchor cows are different: they graze outside all year round and, unlike other cows, are never crowded into concrete floored sheds. Anchor’s free-range cows produce delicious free-range milk to make their distinctive butter, hence our creative idea, 'Anchor, the free-range butter company'.This identity has been at the heart of everything that Anchor has done. In keeping with a natural and simple brand ethos, all creative executions have a handmade feel, crafted from fuzzy felt.
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