Anchor Brand Refresh
For the brand that once dominated the appetizer category to make a comeback, it needed an amazing story and a bold approach to telling it.
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As the original appetizer brand and inventor of the jalapeño popper, Anchor® was once the king of appetizer innovation. This campaign re-established their category leadership, inspiring thousands of restaurant operators along the way.
The Challenge
Remember Anchor?
Reignite Anchor’s spirit of originality in a way that inspires restaurant operators to think about appetizers in all new ways.
The Plan
Always Original
Put innovation at the forefront of everything Anchor does. From unexpected media placements to unprecedented digital menu support and even uniquely styled photography, Anchor acts differently everywhere it goes.
Owning “the original” means doing everything differently, from how we depict flavor, to the below-the-table photography angle.
Play Video about Anchor video
Anchor video. The original appetizer, Anchor, launches a video on how to turn the tables
Anchor Fried Pickles
Anchor Mushroom Bites photography
Anchor Cheese Poppers
Anchor Loaded Nacho Wontons
Anchor Cream Cheese Poppers
Anchor Cheese Sticks
Anchor Canapes
Anchor online recipe flip book
Anchor digital media animations
The Payoff
The campaign re-anchored the brand’s position as leader.
The campaign generated 5+ million impressions and converted nearly 20% of customers to watch videos, try samples or get rebates. This re-established Anchor as the go-to appetizer brand for new products, out-of-the-box ideas and innovative menu support.
Find out how to put solutions like this to work for you.
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