Anchor invests £1m in Squirty Cream relaunch

by Staff, Brand Republic 30-Jun-09, 12:00

LONDON - Anchor is investing £1m in the relaunch of its Anchor Squirty Cream range, with new packaging and branding designed by Elmwood.

The new look aims to make the brand stand out on the shelf and appears this week.

The relaunch is being backed by experiential activity at family-oriented events such as the Highland Show and the Bristol Balloon Show.

The new website has recipes, fun ideas and a section dedicated to squirty art, including a recreation of Van Gogh's Sunflowers in aerated dairy cream.

Ed Steele, spokesman for Anchor Squirty Cream, said: "The pack now has real stand out and reflects the fun and involving nature of the product.

"The experiential gives us a great way to raise brand awareness and interact with consumers on a one-to-one basis and the new website has engaging and original content which will create affection for the brand."

Anchor has over 50% of the squirty cream market, which is worth £10.7m in the UK, according to Nielsen data.