In May 2007, Trafalgar square was grassed over with 2,000 square metres of turf for two days. During this time visitors were able to soak up the sunshine, enjoy a picnic and of course be reminded that Anchor is the only butter made from free-range milk.

The free-range butter company has gone from strength to strength since introducing our new work. Tracking with Millward Brown shows that all of the brand’s personality measures have increased significantly in the first 3 months of 2008. We have also maintained our brand consideration levels despite some relatively large price rises during the period. As a result Anchor’s profitability has grown and it is now a £100m brand for the first time.