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.
Are you credited on this winning entry?
If you've been awarded Wood Pencil or above, drop us your details for further information about how you can order your D&AD Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.