Magazine article Marketing

Anchor Slips Down the Chart as Flora Steals Its Crown

Magazine article Marketing

Anchor Slips Down the Chart as Flora Steals Its Crown

Article excerpt

Anchor slips down the chart as Flora steals its crown

The Daddy of them all regains its rightful place at the top of the butter mountain. Last year Anchor -- which spent over 2.5m [pounds] in the past 12 months in an effort to keep butter trendy -- stole Flora's crown. Now Flora is restored, and latest research shows the remarkable depth of its appeal. It top-scores for recall jointly among 25 to 34-year-olds and people over 65. Some 72% asked in both age groups remember Flora.

Anchor's 2.5m [pounds]-plus spend and dancing cows haven't proved enough to keep it top. The plan is to keep Anchor jammed in people's heads in advance of EC moves to restrict the import of New Zealand butter. On this evidence, Anchor could do better.

Some spreads brands benefit from spend split into ultra-light spin-offs. So Unilever spent almost 1m [pounds] last year on Flora Extra Light and almost 2m [pounds] on Flora itself; 500,000 [pounds] on Delight Low Fat and over 1m [pounds] on Delight Extra Low Fat; Unigate spent nearly 1. …

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