The butter market was in decline due to health and price reasons in particular, at the same time as being greatly outspent by the growing spreads market. A new campaign using the Anchor cows was tested on TV in London and Central, stressed the purity and naturalness of the product Good results found on attitudes and awareness and although sales continued to fall this was reduced in the advertised areas. Campaign slowed the brands decline and was effective at generating brand share. Extra volume due to advertising was calculated to be 2.45 million packets. Campaign continued.