Anchor and TBWA\NZ ‘open the door’ to dairy for half a million lactose intolerant Kiwis

Anchor and TBWA\NZ have launched a new campaign that speaks directly to the one in three Kiwis who experience lactose sensitivities.

The campaign, ‘Anchor Dairy Reunions’, invites them to rediscover the dairy they’ve been missing, thanks to Anchor Zero Lacto.

“Anchor Zero Lacto opens the door for people to enjoy dairy again – so we focused on capturing that moment,” says TBWA|NZ chief creative officer Shane Bradnick.

“We wanted to show the real joy of someone who’s avoided dairy for years finally being able to enjoy it again. It’s joyful, human and most importantly, true.”

Powerful and personal

The campaign features five New Zealanders across online video, OOH, radio and social, who show just how powerful and personal the return to dairy can be when the barriers are removed.

“This campaign reflects our belief that dairy should be for everyone,” says Renee Milkop-Kerr, innovation and marketing director at Fonterra Oceania.

“Anchor Zero Lacto contains all the goodness of dairy without the lactose – and seeing the genuine reactions of people enjoying dairy again reminds us why it matters.”

The campaign continues the creative momentum between Fonterra Oceania and TBWA\NZ, whose recent work on the ‘Real Good’ platform redefined how Anchor shows up in culture.

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