Danielle Locke

The Beautiful Problem

Anchor was a long serving member of the supermarket chiller fridge, but living in the shadow of the dairy leaders with clearer identities and points of difference - how could Anchor establish itself as a go-to brand and get more people being Anchor shoppers?

Danielle Locke
The Beautiful Problem
Danielle Locke

Intelligent Misbehaviour

In a world of soft focus families, we created a campaign that was a bold departure from anything Anchor or its competitors had ever done. The cut-and-paste family was replaced with a gang of furry creatures known as the Hugglers, and used them to show all of the ups and downs that sit at the heart of true family life.

Danielle Locke
Intelligent Misbehaviour
Danielle Locke

Cultural Impact

Since launching the campaign, Anchor have seen significant shifts in brand perception and relevance. The Christmas TV ‘Little Elephant’ was so successful that we just ran it for the second year in a row, with Arla employees voting it their favourite Arla campaign of the year (sorry, Lurpak). We’ve even increased audience engagement by creating a soft toy version of the Little Elephant (through popular demand) that can be won through an on-pack promotion.

Danielle Locke
Cultural Impact