Fonterra Brands New Zealand - Anchor: Anchor X-Ray Casts

Executive summary

Product Description:

X-Ray Casts is an direct campaign for kids that promotes Anchor Calci Plus milk. If you break a bone, you can get a special X-Ray cast that shows your own break and gives you free calcium rich Anchor milk for the time it takes to heal.

Objective of the Campaign:

Research tells us that around two thirds of kiwi kids aren't consuming enough calcium (Source Food and Nutrition Guidelines for Healthy Children and Young People: a Background Paper. Ministry of Health. 2012.), and every year 10,000 kids in New Zealand break their arms. From the ministry of health data we selected our launch date in March where a clear spike in breaks for our target occurs - identified from 2013, 2014 and 2015 data. We needed nationwide brand activity that demonstrated Anchor's Go Strong positioning and effected people in their communities, helping to substantiate the wider campaign launch comms. In order to reach these kids we needed an idea that would resonate with parents and their kids, something to pique their interest to engage them with the brand. But more than just brand building, we wanted to connect on a personal level to educate this audience on how the nutritional benefits of dairy build strong muscles and bones. The objective was to educate parents, and their kids about the nutritional benefits of milk, and keep Anchor top of mind.