The campaign, which breaks next month, has been created by CHI & Partners. It will showcase its entire range of cheeses, which comprises Extra Mature Cheddar, Mature Cheddar and Medium Family Cheddar.
The cheese promotion will follow a four-week TV and sampling campaign for Anchor's Lighter Spreadable butter variant. The latter work, which breaks this week, introduces an animated felt cow into the brand's ads.
The packaging, which has been overhauled by Williams Murray Hamm, carries the tagline 'The free-range butter company'.
The fresh design also features words such as 'forage' and 'pasture' as part of a meadow design intended to emphasise the brand's free-range positioning.
Anchor claims it is the UK's only free-range butter as it is made from milk produced by cows in New Zealand that are allowed to graze and roam.
Anchor is the UK's third-biggest brand in the butter, spreads and margarine sector, behind Arla's Lurpak and Unilever's Flora, with value sales of £80m. It experienced year-on-year growth of 6% in the year to December, according to IRI.
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