The consultancy won a three-way pitch to win the brief to ‘put fun and pleasure back into the brand’, according to Elmwood brand consultant Simon Preece.
The new designs have been rolled out across the Anchor Squirty Cream Standard, Lighter and Extra Thick variants.
The new packaging features ‘cheeky’ faces in an attempt to put more personality into the brand.
‘Our redesign gives people permission to have fun with food,’ says Preece. ‘It’s an antidote to the diet controls we have today.’
The new packaging will start appearing on shelf this week.