Havas London wins creative brief for Anchor butter

Havas London has been named the new creative agency for Anchor, following a competitive pitch process managed by Arla Foods. The agency will lead the development of a fresh integrated campaign for the iconic British butter brand, part of Arla’s portfolio.

The pitch, initially led by consultancy Ingenuity before being handled internally, involved three shortlisted agencies. Havas London’s approach was selected to help rejuvenate the brand’s creative direction and fuel growth.

Catriona Mantle, marketing director for Anchor, Arla Foods: “Anchor continues to be one of Arla’s well-loved butter brands and we have exciting ambitions to take Anchor’s marketing to the next level in the coming year, and so we took the opportunity to review our creative agency brief. Havas London's passion for disruptive advertising that breaks through category norms, and plays a role in culture, perfectly aligns with our ambition to significantly kick start fresh growth on Anchor. We can't wait to bring this work to life.”

Havas London will work closely with the Arla team to deliver a campaign that aims to connect with consumers through bold and culturally relevant messaging.

Holly Ripper, chief executive officer, Havas London: “We’re absolutely thrilled to be partnering with Arla Foods on such a beloved brand. Anchor holds a special place in British hearts and kitchens, and we’re excited to bring bold creative thinking that does it justice. Catriona and Jonathan led a brilliant pitch process – collaborative, clear and creatively ambitious – and it’s already been a brilliant start to the partnership.”

Catriona Mantle: “We were pleased with Ingenuity’s support throughout the pitch process. They did a great job of bringing together the creative agencies for the pitch – ensuring seamless collaboration and alignment every step of the way. Their strategic insight and coordination laid the foundation for a highly competitive pitch and set us up perfectly for our next chapter with Havas London.”

www.arla.com

www.havas.com

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