Anchor Community Connection Fund


Client: Anchor Foods

Anchor, the No.1 British butter brand, recognised the pivotal role of food in fostering community connections. In 2022/23, Anchor partnered with UK Community Foundations (UKCF) to establish the ‘Anchor Community Connection Fund’. This project offered grants to the value of £100,000 to support local community organisations that use food to bring people together and strengthen local connections. In year one, Anchor spread good across Wiltshire, Leeds and Buckinghamshire community foundations, successfully funding 29 community projects.

The collaboration addressed challenges faced by UKCF in handling restricted funds, with Anchor displaying flexibility in fund distribution, granting full autonomy to foundations. Notable contributions include Wiltshire Community Foundation supporting initiatives for refugees, Heart of Bucks Community Foundation focusing on lunch clubs and food waste awareness, and Leeds Community Foundation aiding refugees and after-school programs.

Anchor raised awareness through on-pack promotions, engaging major retailers, and introducing the "Community Caf' on Wheels" experiential initiative. Metrics, including QR codes and FoodCycle's surveys, demonstrated positive impacts on community engagement, mental health, and dietary habits. Retailer metrics indicated a significant uplift in sales. Through the grants and additional engagement events and activity, Anchor and UKCF have empowered communities and laid the groundwork for a long-term successful partnership.