New Zealand Dairy Foods - Anchorville

The New Zealand milk market has declined since the 1980s due to health concerns, changing consumption habits and competing products.

Anchorville

Agency: Saatchi & Saatchi Advertiser: New Zealand Dairy Foods Awards: Best In Show; FMCG (Gold); Integrated (Bronze)

Marketing Challenge

Historically the milk category has been a fairly stable and uneventful market. It was driven by distribution with clear geographic boundaries they were effectively one brand markets;

  • If you lived north of Taupo you drank Anchor (New Zealand Dairy Foods)
  • South of Taupo to Wellington, you drank Tararua (Mainland)
  • And if you're a South Islander, you drank Meadowfresh (Mainland)

They lived in relative harmony, each essentially a monopoly...

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