News: Anchor rewards through Make a Moo

Butter brand Anchor has launched a £5 million on-pack reward scheme, Make a Moo, supported by a heavyweight television and outdoor advertising campaign.

Created by Carlson Marketing, it aims to increase penetration, drive loyalty among existing Anchor consumers and encourage purchase across the Anchor brand portfolio.

Launched this week, it runs until January next year, encouraging customers to collect “O” tokens from 40 million packs of Anchor Block Butter, Spreadable and Lighter, and Anchor Cheddar. They use their tokens to create a “Mooooo” on a Moo-o-Meter collector card (pictured), with more rewards as the “Mooooo” gets longer.

Rewards range from a family day-out voucher in exchange for a 10-token “mini moo” through to a cow-patterned baking kit in return for a 30-token “Moo-woooga”. Other incentives include cow kites, cow-print rain macs and felt farm kits featuring characters from Anchor’s free-range TV campaign. Larger pack sizes will carry multiple tokens.

More than four million Moo-o-Meter cards and over 11 million bonus tokens will be distributed via advertorials in popular women’s magazines and through major promotional activity with retailers.

Additionally, advertising on women’s sites will drive consumers to the dedicated Make a Moo page at www.thefreerangebutter.co.uk/makeamoo, where they can download a Moo-o-meter card along with a free bonus “O” token.

The support programme for Make a Moo includes experiential activity involving nearly 200 activity days targeting over 350,000 consumers within the major multiples’ best-performing stores.

Customers purchasing Anchor products will receive a free Anchor “I’m shopping …naturally” shopping bag plus a Moo-o-meter collector card and bonus “O” token.

A total media spend of £3.6 million includes a TV and outdoor campaign to support the Anchor brand and its free range positioning, plus promotion-specific ads in mass-market women’s press and retailer shopper magazines.

Lorraine Crowe, senior brand manager, said: “We believe there’s a huge opportunity to increase Anchor’s brand share and category value, not just by bringing in new customers, but by building loyalty with existing customers and getting them to increase spend and buy across the Anchor brand.

“It’s motivating and appealing for busy mums and families and it’s all about getting out and about and encouraging a natural, free range lifestyle. In research, consumers love the rewards and we expect a huge demand for them.

“Our free range strategy is really working and consumer response to our advertising has been fantastic. Make a Moo is absolutely spot on with the strategy and we’re confident it will be Anchor’s most successful promotion ever.”