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

Evgeny Lebedev gets a close shave from Elton John for Comic Relief

Evgeny Lebedev gets a close shave from Elton John for Comic Relief

Evgeny Lebedev, owner of the Evening Standard, the Independent and London Live, has had his beard and eyebrows shaved by Sir Elton John for Comic Relief.

Share
Now TV launches 'magic ads'

Now TV launches 'magic ads'

Now TV, the online TV streaming service by Sky, has created "magic ads" to show off its new branding and push the services it provides.

Share
SunLife sponsors ITV's Big Star's Little Star

SunLife sponsors ITV's Big Star's Little Star

SunLife, the financial services company, is to sponsor 'Big Star's Little Star', the ITV entertainment show.

Share

Get news by email