The dairy products manufacturer, which had a marketing spend of £4m last year, is planning a high-profile ad campaign to convey the message that the low-fat spread will taste the same as Anchor Spreadable, but is 25% lower in fat.
Anchor Spreadable's success prompted Arla to introduce the lower-fat variant after sales rose by 16% to £30.8m in the year to July 2004, according to IRI.
TV ads for the Lighter product will build on this year's campaign for Anchor, created by Clemmow Hornby Inge, featuring animated cows. The 10-second Lighter ads, which break on 14 February and will top and tail ad breaks, will use CGI-animated characters. The cows will be voiced for the first time by Stephen Fry and Tony Robinson.
Other launch activity for the lower-fat product includes a direct mailing containing money-off vouchers, which will be sent to 1.4m homes to drive trial, and a sampling campaign.