The Real Taste of Nutrition
The Challenge
Fonterra Anchor was launching a new imported family milk product into China, one that was healthier and lighter in taste. We needed to combine this lighter taste profile with the brand’s trust and safety credentials. In a category filled with misconceptions, we needed to re-tell our New Zealand brand story in a different way.
The Solution
Consumers are still hesitant about trust in Chinese milk, they want the best quality milk for their family at any costs. It is an important part of a nutritional and balanced diet for families and kids. Our idea focused on the taste of New Zealand, and how our light tasting milk is the real taste of New Zealand nutrition. We highlighted the quality and source of the milk to demostrate that Anchor is protecting your family. We activated the campaign in digital, and surrounded it with a TV launch, online video, outdoor billboards and social content through different digital platforms.
The Result
In the first 2 months, brand awareness increased from 24% to 38% as measured by MWB. Market share reached a new high at the end of the campaign
Campaign Prints
Brand Website Redesign
