New Zealand – Dairy brand Anchor has launched a campaign with TBWA\New Zealand to remind consumers of the health benefits of drinking real milk. The campaign, titled “Real Milk. Real Good,” aims to elevate milk as a daily beverage over plant-based alternatives.
The dairy industry in New Zealand has faced challenges due to changing consumer habits and the rise of plant-based alternatives. Anchor’s campaign seeks to address this decline by encouraging New Zealanders to embrace milk as a staple in their diets.
The campaign features a diverse range of individuals, including Olympic hero Dame Valerie Adams and dancer Lance Savali highlighting milk’s benefits. It even features the cartoon character Popeye, who switched to drinking milk from eating spinach.
Anchor’s campaign will be available for viewing through various channels, including television, social media, and in-store promotions.
“Drinking milk by the glass is not something seen as much anymore. The campaign is based around bringing back that visibility and permissibility. Cow’s milk is the G.O.A.T. A true original superfood. It builds bones strong. Grows muscles big. Makes hair fabulous. It can help you take your first steps. And prolong your last. It is pure, simple, and healthy. This campaign sees Anchor in its role as category leader encouraging consumers to reappraise milk and take note of its benefits as the real superfood made right here in New Zealand. If the category grows, Anchor grows, New Zealand grows,” Shane Bradnick, chief creative officer of TBWA\NZ, said.
“To help stop what is a global decline in milk is a big brief. Where we’ve netted out is a campaign that’s simple and powerful, not unlike the milk itself. We’ve celebrated milk drinkers of all ages and stages, and even got Popeye to swap out his spinach for a glass of the good stuff. Now that’s real good,” Bradnick added.
Lucy Bailey, group marketing manager at Anchor, said, “In year one alone Anchor will make a significant investment for the category, with a highly visible and iconic campaign that aims to champion the goodness of dairy. Letting every New Zealander know that nothing beats real milk. Per capita consumption has been declining for years, which is a big concern. To get these lost audiences to consider milk again, we needed to take a confident, category leadership position.”
