Anchor champions dairy’s return in new ‘Real Milk. Real Good’ campaign via TBWA\New Zealand
Anchor is reclaiming dairy’s place in Kiwi fridges thanks to a new campaign from TBWA\New Zealand. Milk has been a Kiwi staple for generations, an amazing superfood. But the rise of plant-based alternative ‘milks’ has left consumers confused by what is really good and what is a fad.
To lead a category reappraisal and bring real milk out of the shadows, Anchor and TBWA\NZ have launched a campaign to elevate milk above the noise to celebrate the goodness of all dairy.
Called ‘Real Milk. Real Good’ the campaign takes its cues from popular culture, allowing Anchor and milk to show-up with confidence in a way that breaks tired category conventions.
Dame Valerie Adams, dancer Lance Savali and even Popeye, boosting spinach with milk, all feature, reflecting the broad appeal and benefits of milk.
Says Shane Bradnick, CCO, TBWA\NZ: “Drinking milk by the glass is not something seen much anymore, yet it used to be a staple at breakfast, lunch, and bedtime. Even part of a school lunch. 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 needs nothing added. You only need to open the bottle and enjoy its magic. 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. It’s almost too good to be true. But it is true.”
Simple, iconic, OOH executions show many ages and stages enjoying a glass. Fresh and uncomplicated A/V does the same. Interesting partnerships and sponsorships will see milk turning up in places we haven’t seen before, integrated into programming such as Shortland Street and Sky Sport. And location-based and time-bound executions will help inspire usage and occasion.
Says Bradnick: “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.
“It’s simple, confident, creative.”
Lucy Bailey, group marketing manager at Anchor explains the scale of the campaign: “In year one alone Anchor will make a significant investment for the category, with a highly visible and iconic campaign that aims to championing 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, as calcium and protein is crucial for building strong bones, maintaining muscles and supporting overall health. To get these lost audiences to consider milk again, we needed to take a confident, category leadership position.”
Adds Bradnick: “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.”
The campaign will be seen across New Zealand from September onwards.
Client Partner: Anchor
Marketing and Innovation Director Oceania: Renee Milkop-Kerr
Group Marketing Manager: Lucy Bailey
Marketing Manager: Olivia Robbins
Agency: TBWA New Zealand
AV Production: FINCH Company
Director: A.J. Greenwood
Music Composition: Beat Worms
Composer: Cam Ballantyne
Stills Production: The Pool Collective & IDC
Photographer: Juliet Taylor
Media Partner: EssenceMediacom
Agency Partners: Tribal and RAYDAR
48 Comments
made me lactate with admiration.
awesome
makes me wish my real dad was the milkman
Really? Seemingly insight free and nutritionally valueless wallpaper. Still, it’s easy at first glance to mistake vacuity for confidence.
Honestly… If you can’t see the insight, you aren’t the audience. Keep dropping salty comments on work you couldn’t get. Rubbishing work from other agencies won’t make yours better.
I think these are super cool. No need to overthink milk, we already know what it is! I enjoyed ’em.
this is real great
Not cheugy at all. Y’all slayed this
Good to see milk making a come back. Lovely work.
And there’s your problem right there. All of this agency inspired faux praise for the creative references ‘Milk’. None of them cite the brand paying for the ads. Anchor. This work is generic – ‘insert brand here’. Punters know about Milk – but they need to feel they should buy/switch to / trial or pay more for Anchor . That’s what this work lacks. If your brand / business is facing irrelevance, Good is not good enough. No-wonder Fonterra are considering selling this brand – it has no meaning.
Maybe, just maybe, Anchor supplies all the milk in the country. So getting people to try milk is of benefit to… Anchor.
Milk is a commodity.
Anchor is NZ’s most expensive milk (apart from ultra premium brands and specialty milk, like goat milk).
So please, tell me why I should choose this expensive commodity product over a cheaper brand?
I feel this campaign has failed to answer this question.
This campaign is a strategy deck with a headline that is a starter proposition.
Also, the images is mid at best. Not aspirational at all.
The Popeye execution should work the best except they left the brand logo off it (a tiny logo at an angle on a glass is laughable). Plus, generations of people have no idea who he is.
I blame the client(s) for this weak campaign.
There is no persuadable reason to pay more for Anchor. Harder questions should have been asked. Perhaps the culture at Anchor doesn’t permit hard questions?
As for the agency, perhaps THE MERGER can’t come quickly enough. This is strategy deck creative.
Anchor is a great NZ brand.
It deserves better.
There’s a reason Anchor want to do a category job?
Possibly because… they provide all the milk in the country…
Just maybe, having such a strong and resonant brand means that doing a category job is actually the right answer to the brief?
Get more people to drink milk and Anchor wins by virtue of its market share?
@TheMerger
Doing a category job for a brand in a market where milk consumption is falling off a cliff with an expensive brand is laughable.
Plus, the comms aren’t premium enough to justify the cost for a consumer to switch brands. I don’t see a reason to buy Anchor over a GF product.
After all, we all know milk comes from the same processor. Drive down any rural road and you’ll see the huge Fonterra trucks with brand names on the side. I think the idea is weak, the strategy weaker, and a client that appears clueless.
And, if this brand was so strong, then why advertise? I suspect the answer can be found in why the client burns through so many ad agencies.
You’re funnier when pretending to be drunk and banging on about long lunches…
Sober, you sound old, bitter and out of touch.
Also, maybe check your grammar when trying to speak like the kids.
that’s nice milk
If Temu made “Got Milk”
The ad implies Anchor = milk
It’s a strong stance.
and this campaign just made me wanna SLURP.
This campaign made me thirsty for some Anchor milky!!!!!!
How could a marketer leave their brand off the ads?? I don’t get it.
Love these simple outdoor. Music in the AV is great too.
🥛🥛🥛🥛🥛.
Five milks, absolutely milky!
When are you going to PR the warehouse work TBWA?
PR the warehouse work. Don’t.
Do it TBWA! You know you wanna.
It’s depressing when creatives end up collateral damage because of the reputation of agencies.
Look, you may not like, you may have worked, you may still work at TBWA and be anti-the agency, but being hard on hard working creatives is pathetic.
Spamming these comments with milk emojis. Just stop.
Spamming these comments with hate. Just stop. Go on TBWA.
Pour Anchor on me!
This campaign dunks. I would know, I’m Milkel Jordan. I won the 86′ dunk contest dunking some delicious cookies in a glass of Anchor milk. The crowd went wild. Even more wild than this comment section.
Hope I’m cast to recreate my iconic milk dunk in the next ones. Good work.
Oh look, another ad that probably costs 10 times what it’s actually worth and contains zero return to the client. This does nothing to tell the audience why anchor is different to the other dairy options beyond imagining how much clout you can convince yourselves you have garnered from different personas. What a waste of time and money.
Whoever “wrote” that mambo #5 spot has no musical talent whatsoever. Not a creative bone in their body. Certainly doesn’t understand music theory or sound. Barf!
You may well hate the agency. You may well hate the people who run it. But is this cool hating on the creatives who made it?
Damn, this milk ad is good! 🥛🥛🥛🥛🥛🥛
Then I think dunking on creatives is a little unfair, yeah?
Thoroughly impressed that this work made it through the Fonterra approvals process relatively unscathed. Truly a remarkable feat. Ka pai Fonterra marketing team and TBWA.
@Milkel Jordan – you’ve just described the Steven Adams GF milk ad. Kinda proves the value of an idea right?
…should probably have a glass of milk. Might do her some good
Ok guys, it’s an Anchor campaign where people drink milk out of Anchor glasses. Let’s let it be now yeah?
I, for one, like this. Although it does feel like a category job aimed at defending it’s position against the likes of Oat, Soy and Almond taking shots at them.
How do they differentiate Anchor within the cow milk market specifically though? Will safeguarding the positioning of cow milk help Anchor? Of course, but it will likely help Owned Brand more.
So what SHOULD they have done? Anchor’s main angle has always been heritage and trust. They’ve been around for 130 odd years. Perhaps the characters in these should have reflected that rich history as well as hinting a little at the present & future ahead for NZ’ers? Just a thought.
I’ll go back to my cage now.
Expensive creative that may as well be stock without the price tag, zero audience definition, zero value proposition.
Everyone going through the motions and patting themselves on the back for zero impact.
Milk is a price point fmcg, if you can’t add value or incentive at POS to drive volume no one cares.
If anything, this sort of CBD Jaffa guff will just drive the average consumer to the other more relatable, cheaper brands on principle alone.
Creative advertising at the expense of any real marketing insight yet again.
Genius! As long as you don’t know that Popeye is blocking the iron absorption of that spinach with the milk chaser.
Careful Popeye or your arms will be skinnier than Olive’s!
‘Got arms like cornsilk cause I drinks my milk!’
Human breast milk is for human babies, dog breast milk is for puppies, lion breast milk is for cubs, possum breast milk is for joeys… and cow breast milk is for calves.
It’s perverse for humans to never get weaned and to suck on bovine udders. Cow milk is so cruel to produce and sooooo yesterday.
Choose coconut milk, soy milk, almond milk, oat milk, rice milk, hemp milk, cashew milk, pea milk, potato milk, hazlenut milk…
I thought Popeye didn’t become public domain until 2025.
I heart milk