Our target-market was identified as ‘Natural Providers’ - family-oriented mums with young children, who want their food to be natural-and-authentic. They had not been buying into the brand - but we were confident the ‘free range’ proposition would resonate well with them - whilst helping to retain existing consumers.

Make a Moo reinforces the ‘happy, free-range cows make Anchor butter’ message whilst simply explaining what you have to do: a collector scheme offering rewards for collecting on-pack tokens. The more ‘oo’s collected, the bigger the “Mooooo” and the greater the reward.Over 34 million promotional packs carried the tokens.

By September 2008, Billetts had four months of data to perform the first review.Their econometric model attributed significant volume uplift to Make-a-Moo:Anchor Block: + 1.85% Anchor Lighter: + 1.80% Anchor Spreadable: + 1.58% This equates to 400,000+ packs of butter in four months. By the end of 2008, token redemptions had exceeded 210,000 and redeemers had increased the average number of variants bought, with multiple redemptions escalating.Perhaps the best indication of the success is a renewed long-term commitment from Arla to Make-a-Moo, further developing the programme to now run with digitally registered, on-pack codes.