Anchor: Must be milk

This case study describes how Fonterra, a New Zealand multinational dairy co-operative, showed New Zealand the benefits of drinking milk to grow volume sales for its Anchor brand.

Anchor: Must be milk

Agency: ColensoClient: FonterraCategory: Fast Moving Consumer Goods

Summary

Colenso's "Must be Milk" was successful in helping New Zealanders fall back in love with milk again. The decision to take a category leadership approach reversed a ten-year decline in overall milk consumption in New Zealand and drove a 1.3 million litre increase in Anchor branded milk in just four months.

Key Learnings

Colenso made a brave strategic decision to step above the melee of milk brands fighting for brand preference, take a clear category leadership position and make milk a...

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