At the beginning of 2010 the outlook for Anchor Squirty Cream was bleak. Volume sales fell over 2009 due to reduced distribution, and supermarkets no longer felt there was room on the shelves for the only branded aerosol cream in the category. The problem was Anchor felt dated and mums were embarrassed to serve it to their children. By creating a fun, integrated campaign around a single media property – Britain’s Got Talent –the campaign created new excitement for the Anchor brand, providing a short-term uplift in volume sales, and an overall payback of £1.06 for every £1 spent.