Cohn and Wolfe looks set to cream a six-figure fee after hooking
butter giant Anchor Foods’ consumer and trade PR account.
The incumbent agency, food specialist Jones PR will continue its
three-year relationship with Anchor, focusing on corporate issues.
The appointment follows the launch of the pounds 5.5 million ’Anchor
free range cows’ advertising campaign, by Saatchi and Saatchi, which
broke on 15 September. The campaign emphasises the access that New
Zealand cows have to the outdoors.
Jill Rennie, director at Cohn and Wolfe, said the food media and women’s
magazines would be targeted.
’We want to push Anchor’s natural food credentials. We want consumers to
spend a bit more time thinking about the quality of the brand,’ said
Rennie.
In October 1996 Anchor invested pounds 200,000 in hiring The Rowland
Company to run the generic promotional body The Butter Initiative.
However, according to one industry source, a lack of support from the
rest of the dairy industry has led to the scheme being ’put in the
cupboard’ for the foreseeable future.
Anchor relaunched its cheese product in June, following changes in the
GATT levies in 1995 which meant the New Zealand-based company was able
to import more cheese into the UK.
The dairy company has committed over pounds 10 million pounds to
advertising in 1997. It currently has a 36 per cent share of the UK
butter sector, which is worth pounds 885 million.
