Anchor is launching a campaign aimed at helping busy mums get their kids eating and enjoying more fruit as part of their recommended 5-a-day. Under the banner ‘Little Squirts’, the brand is looking to drive summer sales of their Real Dairy Cream range with the message that a ‘little squirt’ of Anchor Real Dairy Cream makes fruit more fun. The campaign centres on creative uses for the brand’s seasonal limited edition, Strawberry Flavoured Light Real Dairy Cream, and slimmer’s favourite, Light Real Dairy Cream.
Eight fun serving suggestions, available on promotional recipe cards and Anchor’s dedicated website www.anchorsquirtymoments.co.uk, encourage kids to create a work of art with their fruit and a ‘little squirt’ of Anchor Real Dairy Cream. Kids’ original creations can be uploaded onto the website and entered into the Little Squirts Fruit Art Competition to win family-sized organic fruit boxes.
Anchor will also be engaging consumers and supporting the limited edition Strawberry Flavoured Light with a ‘Little Squirts’ experiential roadshow at Sainsbury’s and Tesco stores between June and August. Covering 132 stores across the country, the activity will include stickers and magnetic A-board fun for kids, alongside inspiring recipe cards, money-off coupons and a promotional gift-with-purchase of a ‘Little Squirts’ chef hat.
Anchor Real Dairy Creams are seeing a 6.67% year-on-year growth particularly as seasonal limited editions draw consumer attention back to the cream fixture in-store, contributing to category growth as a whole.
Brand Manager Emily Oldridge says: “Anchor Real Dairy Cream is perfect for summer eating occasions like picnics and barbecues as it’s easy to transport. At only 25 calories per serving, our Light and Strawberry Light variants offer a healthier way to make fruit more fun and give us the opportunity to demonstrate the versatility of Anchor Real Dairy Cream with recipes and usage suggestions to suit different occasions.”
The ‘Little Squirts’ campaign will continue throughout the year themed to other seasonal opportunities, such as Halloween.
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