Arla Anchor spreads joy in gaming

Arla set out to drive awareness of its Anchor butter brand through an innovative mobile gaming activation. The campaign strategically targeted household shoppers within Candy Crush Saga, creating a playful, gamified experience that resonated with the brand’s good energy message. The activation successfully engaged players and strengthened Anchor’s presence in the United Kingdom.

The campaign utilized a combination of user-initiated ad formats: rewarded video and a custom playable ad. These formats were carefully created to engage mobile players through rewarded, immersive, and interactive experiences.

Drawing on our expertise in gaming ad engagement, the custom playable natively integrated Anchor’s branding, allowing players to interact with the brand in an entertaining and impactful way.

To ensure the message reached all users, even in silent mode, the ads featured bold branding and clear text callouts, effectively reinforcing Anchor’s messaging and optimizing brand visibility throughout the campaign.

The Arla Anchor campaign delivered outstanding results, driving significant lifts across all key metrics. Ad recall saw a +30.2% pts lift, awareness a +6.1% pts lift, and consideration a +7.6% pts lift, highlighting the campaign’s success in deepening brand impact.

The campaign also boasted an impressive 99.8% viewability rate and 97% video completion rate. Our gyroscopic research further revealed that 94% of players viewed the ad within our strict parameter of phone movement, indicating they kept devices in-hand throughout the entire experience, underscoring the immersive and compelling nature of the campaign.

Arla brought its “Butter the Food, Butter the Mood” campaign into mobile gaming to reach household shoppers where they play. The activation used immersive, opt-in ad formats that allowed players to engage with the Anchor brand in natural, interactive moments.

The results were compelling: viewability hit 99.8 %, video completion 97%, and 94% of players kept their device in hand throughout the ad experience. These metrics highlight how gaming can deliver deep engagement, turning compelling brand messages into memorable experiences and forging stronger connections with target audiences.