Anchor has unveiled a refreshed brand positioning and new campaign. The Arla Foods-owned butter brand is launching a new creative platform, “Let’s Get Absolutely Buttered”, designed to celebrate the taste of its double churned Anchor butter with a more playful tone of voice.

The campaign marks Anchor’s biggest strategic shift in eight years and is intended to modernise the brand while reinforcing its heritage, craft and British farming credentials.

The new positioning puts Anchor’s double churning process at the centre of its messaging, with the brand highlighting the production step as key to delivering its rich and creamy taste.

The campaign is the first to launch since Anchor appointed Havas London as its creative partner in 2025. It will be supported by Citypress on PR, The Social Shepherd on social, Carat London on media buying and FPP on shopper marketing.

The activity will run across online video, social, out-of-home and in-store channels, with the aim of reaching grocery shoppers throughout the path to purchase.

Arla Foods marketing director for BSM Catriona Mantle said: “Anchor has always been about unmistakable taste and comfort.

“With ‘Let’s Get Absolutely Buttered,’ we’re dialling up what makes Anchor different – our unique double churning for a rich and creamy taste – and expressing it in a way that’s joyful, memorable and relevant for today’s households.

“We’re proud to champion our farmer owners on pack, spotlight our British cream from UK farms, and bring a campaign to market that both reassures our loyal shoppers and welcomes a new generation of families to the brand.”

Anchor said consumer research showed that its “double churned” message resonates strongly with shoppers and increases purchase intent.

The brand is also updating its packaging from mid-April 2026, with the line “Double churned for a rich & creamy taste” appearing prominently across tubs and lids.

The refreshed packs will also place greater emphasis on Anchor’s link to British farming, including more prominent British flag branding and a clearer callout that its cream comes from UK farms.

Named Arla farmers who supply the Westbury site will also feature on pack, with each spreadable variant highlighting a different farmer owner.

The packaging update will be backed by shopper marketing and in-store activation to boost visibility and conversion across grocery.

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