WCRS launches its first TV work for Anchor Butter with a pounds 10
million campaign this week, introducing the brand’s new strapline ’It’s
in our nature’.
The campaign focuses on the fact that Anchor cows are free range and eat
fresh grass in the open air throughout the year. The ads show footage of
vast areas of grass pictured in different seasons.
On a foggy morning the grass is described as ’steamed’. On a blustery
day it is ’lightly tossed salad’ and on a wet day it is ’grass
soup’.
On a hot summer afternoon it is described as ’grilled grass’.
The four scenarios illustrate the natural habitat in which Anchor cows
live. Together they dramatise the brief for the campaign which was to
communicate that Anchor produces better-tasting products because it
doesn’t compromise on natural methods or quality.
Ros Davies, the marketing director at New Zealand Milk, said: ’WCRS has
taken Anchor’s strengths and encapsulated them in an involving and
relevant way for today’s consumers.’
The television work is part of a multimedia campaign that also covers
posters, press and radio.
Jonathan Rigby, the WCRS account director on Anchor, said: ’In an era
typified by public concern over exactly what people are eating, Anchor
is in a perfect position to capture the high ground on the way good food
should be made. Anchor has a great story to tell and the directness and
simplicity of the campaign ensure that the message doesn’t get
lost.’
The campaign was written by Will Barnett and art directed by Mike Wells.
The commercial was directed on location in New Zealand by Daniel Barber
through Rose Hackney Barber. The poster and press campaign, also shot in
New Zealand, was photographed by Tiff Hunter.
Media planning is by Michaelides & Bednash and buying is by Zenith.
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