In 1972, Anchor launched 7.75oz packs with a £200,000 TV campaign. Anchor also introduced a strongly branded cheese pack. This was to be advertised alongside the famous butter pack and was a move towards stronger brand identification. For the first time, NZ was faced with restricted entry to a market. With the UK joining the E.E.C. NZ had to reduce exports down to 138,000t annually by 1978. The reduction was more severe for cheese, down to 15,000t (previous import of 64,000t).