Anchor Butter signs partnership with ITV's Food Glorious Food

Anchor Butter has signed a six-figure partnership with the new 'X Factor'-style ITV food show, 'Food Glorious Food', which will feature one of the show's judges, Stacie Stewart, becoming an Anchor brand ambassador.

Stacie Stewart: Food Glorious Food presenter becomes Anchor brand ambassador
Stacie Stewart: Food Glorious Food presenter becomes Anchor brand ambassador

The Arla Foods butter brand hopes to use the partnership to drive conversation around its 'Tastes like Home' messaging and drive people to visit the Anchor website to share recipes and food stories.

The collaborative deal was negotiated between ITV, the production company Syco, and Carat, and will include broadcast, online and mobile elements. CHI&Partners has produced the idents.

Stewart, who was a finalist on the BBC show 'Masterchef', is one of the judges on the show, which will search the country for the best home-cooked recipes mimicking Syco programmes such as ‘The X Factor’.

Louise Turnbull, senior brand manager at Arla Foods, said: "The 'Food Glorious Food' association is perfect for Anchor's 'Tastes Like Home' positioning. Our 'Tastes Like Home' message is centered on Anchor being the social glue that brings people together around food.

"We want to emotionally engage with our consumers, celebrating the everyday moments around food and the pleasure surrounding these. This integrated partnership is a great way to engage with our target audience tapping into the moments in life in which food plays a role."

Have your say...

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Media Week Jobs
Search for more media jobs

Latest

Mindshare's Huddle 2014 widens media horizons

Mindshare's Huddle 2014 widens media horizons

From creativity of the human brain to a sports brand launch, the key word at the event is collaboration. By David Benady.

Share
Media business rankings

Media business rankings

21 November 2014: Total Media wins several accounts, including The Book People.

Share
Technology cannot win the battle for hearts and minds

Technology cannot win the battle for hearts and minds

I was struck by a comment on Radio 4's Hidden Histories Of The Information Age: "The weakness of modern strategy is that it is too reliant on technology - the triumph of accuracy of outputs with no impact on outcomes."

Share

Get news by email