Anchor reminds Kiwis: Nothing beats real milk

Anchor is reclaiming dairy’s place in Kiwi fridges, thanks to a new campaign from TBWA\New Zealand that celebrates the goodness of real milk.

Milk is a household staple, but Anchor says 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’s new campaign, ‘Real Milk. Real Good’, takes cues from popular culture to elevate milk above the noise.

Dame Valerie Adams, dancer Lance Savali and even Popeye – who downs a glass of milk like it’s a can of spinach – all feature, reflecting the broad appeal and benefits of milk.

“Drinking milk by the glass is not something seen much any more, 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.

‘Almost too good to be true’

“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.”

Out-of-home ads show people at many ages and stages enjoying a glass of milk, with A/V doing the same. Interesting partnerships and sponsorships will see milk turning up in places not seen before, integrated into programming such as Shortland Street and Sky Sport. Location-based and time-bound executions will help inspire usage and occasion.

“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,” added Bradnick. 

“It’s simple, confident, creative.”

A big brief

Lucy Bailey, Group Marketing Manager, 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,” says Bailey.

“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.”

Bradnick explains: “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.

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