AUCKLAND, Today: Anchor is bringing milk back to Kiwi fridges with a bold new campaign by TBWA\New Zealand, reminding people of dairy’s value amidst the rise of plant-based alternatives.
Milk has always been a Kiwi staple, but with plant-based alternatives on the rise, many consumers are left wondering what’s genuinely good and what’s just a fad.
To clear the confusion, Anchor and TBWA\NZ launched the ‘Real Milk. Real Good’ campaign, celebrating the true benefits of dairy and putting milk back in the spotlight.
Featuring Dame Valerie Adams, Lance Savali, and even Popeye swapping spinach for milk, the campaign breaks away from typical conventions with confidence and style.
“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,” says Shane Bradnick, CCO of TBWA\NZ.
“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.” – Shane Bradnick
“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.”
The campaign will feature across OOH ads, TV spots, and even appear in unexpected places like Shortland Street and Sky Sport, making milk cool again.
Anchor’s Group Marketing Manager, Lucy Bailey, says the brand is making a big investment. “This campaign aims to champion the goodness of dairy and let every New Zealander know that nothing beats real milk.”
“Per capita milk consumption has been declining for years,” she adds. “We’re taking a confident stance to remind people of the benefits of dairy and encourage them to reconsider.”
From September, Kiwis can expect to see this bold campaign across New Zealand.
CREDITS
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
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