Anchor holds fond memories for many in the UK after generations of being at the centre of the family kitchen table. However, Anchor had struggled in recent times. Sales had been in decline for several years. Anchor wanted to reignite latent affection amongst families by reminding them that Anchor, as the oldest brand in the category, had been producing natural, delicious butter for generations.

ANCHOR launched the Send a Cake app on their Facebook page in November 2010. The app allowed users to make personalised cakes with the help of a helpful ANCHOR cow as a baker. Users could send virtual versions of their cake to friends on Facebook or send a real cake by post.

Over a month long period ANCHOR grew its number of Facebook followers from 18k to 21k (an increase of over 15%). Send a Cake became the most visited page on the ANCHOR page. Users sent over 10k virtual cakes spreading a feel-good factor around the ANCHOR brand. This was part of a hugely successful campaign for ANCHOR which saw them grow 13.7% to a total brand value of £97 million. This growth was driven by a large increase in penetration which brought ANCHOR into 750k new households.