As the ABM for Anchor, I worked on and led a number of ATL and BTL campaigns and large scale projects. This included leading the product launch of Anchor Unsalted Butter, supporting the launch of Anchor Pastry, leading a packaging redesign project for Anchor Squirty and managing our digital and CRM agency to deliver our social campaigns and popular rewards programme.
The packaging project, which brought the Squirty products more in line with the wider Anchor portfolio while keeping their fun and unique personality is still on shelves. This was a huge project, from briefing our packaging design agency, to working with our overseas manufactures, operations team and Supermarkets to ensure everything ran smoothly.
I worked on the launch of Anchor Cheddar, with the Glorious Nothing Days campaign. I led all internal comms including a
Some examples of social media BAU content. I briefed in all social content and was responsible for the content calendar which I managed the agency to deliver. I developed a strategy of creating ownable content which was designed to be engaging and recognisable, as well as keeping the focus central around food and family food moments.
I often managed photoshoots (from briefing through to on-set), including for our products and packaging, for advertising such as print or for our rewards scheme.
Fun fact – I piped these cupcakes for the photoshoot myself as I worked in a high-end cake shop for 3 years prior to getting into Marketing!
For our rewards programme, I developed the ideas for the rewards based on our target audience, and briefed them to be designed to fit the brand. I also led social competitions to encourage cross-platform engagement.