whynot! sets out on sampling tour with Anchor Cheddar

Anchor is embarking on a nationwide tour across Tesco and Asda supermarkets this April as part of their continued marketing push for Anchor Cheddar.

Integrated below the line agency whynot! have been appointed to deliver the 50 date sampling campaign designed to drive trial and awareness of Anchor Cheddar. The tour will feature a home scene keeping in line with Anchor’s ‘Tastes Like Home’ positioning and their newly launched ‘Glorious Nothing Days’ campaign theme, celebrating the emotional connection between consumers and their ‘food moments’.

Anchor brand ambassadors will engage with shoppers and communicate the taste credentials; AnchorCheddar, Slowly Matured with a rich, full flavour. The sampling tour aims to deliver Anchor Cheddar into the hands of over 200,000 consumers in the form of delicious cheese cubes and warming cheese toasties, displaying the versatility of Anchor Cheddar. Additionally the activity will drive sign up to the Anchor Rewards Club, where consumers can collect on-pack codes and redeem them for exclusive branded merchandise, discounted family days out, and baking related experiences.

To support Glorious Nothing Days, consumers will also be able to have fun at the Anchor Photo Booth where they can get dressed up, enjoy themselves and take the photo home as a keepsake, along with a branded Anchor fridge magnet.

As a key part of a fully integrated campaign for Anchor Cheddar, this burst of activity will be supported by proximity 6 sheet media, an interactive social media promotion, press, radio, as well as Anchor’snew TV campaign ‘Glorious Nothing Days.’

Nick Whitehurst, chief executive at whynot! said: We’re really excited about being part of this important campaign to help drive trial of AnchorCheddar. Launching a nationwide sampling tour enables the Anchorbrand to reach a wide audience and interact directly with the shoppers while driving purchase.

The tour commences in April 2014 across 50 Tesco and Asda stores.