Campaign details

Brand: Anchor
Brand owner: Fonterra
Lead agency: Colenso BBDO, MediaCom
Country: New Zealand
Industries: Milk & dairy drinks
Media channels: Integrated, Online display, Outdoor, out-of-home, Radio & audio, Social media, Television, Websites & microsites
Budget: 1 - 3 million

Executive Summary

Anchor, the New Zealand milk brand, is thought by many as just plain white milk. To move from a milk manufacturer to a consumer-led dairy brand, Anchor developed a first-in-market dairy protein range.

However, when people think protein, they think gym dudes with massive arms. So we found a distinct protein proposition in our portfolio and turned a traditional gym and muscle-building product into an everyday mainstream offering.