#WBD Blog
Tim Brooks Jun 4, 2026
Anchor’s new brand positioning
Anchor newest brand campaign 'Let's Get Absolutely Buttered' is its most significant evolution in eight years.
The new positioning puts Anchor's double churning process at the centre of its messaging, with the brand highlighting this production step as key to delivering its rich and creamy taste. Crucially, 'Let's Get Absolutely Buttered' is designed as a long-running platform rather than a one-off campaign, with the ambition of embedding the line and reaching a younger audience across multiple media types.
While maintaining Anchor's distinctive yellow and red palette and logo, refreshed packaging champions named Arla farmer owners and spotlights British cream from UK farms.
Commentary: This one is simple to analyse from a #whatbrandsdo perspective.
Classic loved brand needs to refresh. No doubt in the face of on-going competition and the need to stand out and explain its value in difficult times. Anchor does (at least) three things well:
The idea: ‘Buttered’ is a fun and potentially disruptive idea with meme and younger audience potential. Unlike so many established brand attempts to target new audiences this has potential, because it remains closely tied to the product, its usage and benefit. We liked the ad, inter-generational, fun and the product not the ‘idea’ is the hero. Creativity without relevance is just noise.
The RTB: the brand double’s down on ‘double churned’ - its reason to believe. Never admit your product is the same. Never stop telling people why. Disruption without relevance is just noise.
No babies have been removed alongside the dirty suds. The pack is evolutionary but again has an added emotional and disruptive elements to keep it fresh. Change for its own sake is just noise.
This is good stuff. We will watch this space as the results come in. A plea to Anchor... keep investing and stick with it!!
