Anchor shows Kiwis you can taste the care in every drip, drop, dollop and peak in latest campaign via TBWA\New Zealand


TBWA\NZ and Anchor have launched a new campaign reminding Kiwis why Anchor is one of the nation’s most loved, and enduring brands.


Anchor has been part of the fabric of Aotearoa since 1886, and at the centre of New Zealand homes up and down the country for generations. Whether it’s whipping up a batch of biscuits, pouring a cuppa or, or setting the family up with a healthy breakfast, Anchor is the brand New Zealanders have grown up with.

Says Renee Milkop-Kerr, director of marketing, Fonterra Brand New Zealand: “We’re honoured to be one of New Zealand’s longest standing and most trusted brands, having been part of breakfasts, lunch boxes, and bring-a-plates for over six generations. Our enduring stewardship and care in everything we do sets us apart, and that’s what we want to celebrate.

“We want to remind the nation just how much Anchor has always been part of Kiwi households by showing everyday whānau enjoying the simple pleasure of dairy goodness in their own unique way.”

The new campaign, created by TBWA\NZ and brought to life by Gaysorn Thavat and EXIT Films, consists of several simply observed moments that are windows into Kiwi homes up and down the country.

Says Shane Bradnick, chief creative officer, TBWA\NZ: “As a Kiwi brand Anchor has been caring for New Zealand for a long time but in classic Kiwi fashion, they don’t want to boast about it. So, we showed that care rather than talking about it- and you can’t get much more Kiwi than that.”

The campaign will appear on TV, digital and social.

Client: Anchor
Agency: TBWA\NZ
Production company: EXIT Films
Director: Gaysorn Thavat
Media Agency: EMC