Anchor, Sky and EssenceMediacom deliver creator-led cooking campaign

Anchor has partnered with Sky and creator Polly Markus of Miss Polly’s Kitchen to launch a new culinary campaign that brings influencer-led cooking content into premium broadcast environments. 

The approach works in line with Anchor’s existing Make Amazing platform, showing how its products can help solve a real consumer challenge by elevating simple meals with easy, accessible flavour hacks.

The ‘Make weeknight meals amazing’ campaign was developed by WPP Media agency brand EssenceMediacom and marks a shift in how the brand connects with younger New Zealand audiences.

It pairs Anchor’s Culinary range of cream, sour cream and cream cheese with Markus, who has a combined social media following of almost 94,000 via her Miss Polly’s Kitchen channels.

Instead of showing up exclusively across social channels, the influencer and content creator is propelled onto a premium broadcast environment via Sky. In this edutainment content series, including long-form “cook-along” segments, Markus demonstrates recipe inspiration using Anchor products.

Simple ideas, enjoyable meals

Fonterra Oceania marketing and innovation director Renee Milkop-Kerr says: “At Anchor, our promise has always been to ‘Make weeknight meals amazing,’ but we know that for many Kiwis, the reality of weeknight cooking can be a chore.

“Polly’s cooking style – honest, generous and absolutely delicious – aligns perfectly with what we stand for. By leaning into co-creation and partnering with talent who reflect how people cook today, we are showing that simple ideas can genuinely make everyday meals more enjoyable. It’s a fresh, engaging way to demonstrate the role Anchor can play in kitchens across the country.”

EssenceMediacom New Zealand managing partner Megan Smith adds: “We don’t just buy media; we drive business growth for clients through strategic innovation and powerful collaboration. This campaign is about embedding Anchor inside culture rather than advertising alongside it. Taking a creator who resonates with younger, engaged food audiences and integrating her into a broadcast ecosystem is a breakthrough media idea that modernises how the brand shows up and stays relevant.”

Fresh energy

Sky media strategist Anna Lloyd says: “This partnership between Anchor and Polly Markus brings a fresh, digital-native energy to the advertising on Sky’s entertainment platforms. It’s a perfect example of how Sky can collaborate with brands like Anchor to co-create content that feels native to the talent while delivering massive scale across both linear and digital environments.”

The Story Co. founder Belinda Innes adds: “It was an absolute pleasure to work with such an iconic Kiwi brand and the super talented creator Miss Polly. Anchor’s Culinary range provided a great canvas to create engaging and creative content that will hopefully send viewers running to stock up on their favourite ingredients and get busy in the kitchen to make their weeknight meals amazing!“

The campaign launched on January 26 and will roll out across Sky and NEON, NEON social, vertical social video across Polly and Anchor’s owned channels and YouTube.

Credits:

Client: Fonterra, Anchor Culinary Team

• Renee Milkop-Kerr, marketing and innovation director Oceania
• Stephanie Baker, group marketing manager, Fonterra Oceania
• Laura Blewitt, group marketing manager, Butter & Spreads Oceania
• Lana Blair, group marketing manager, Cultured, Fonterra Oceania
• Natalie Kudryashova, marketing manager, Beverages
• Monique Farrell, senior brand manager, Cultured
• Caroline Stedman, senior brand manager, Mainland & Anchor Oceania
• Tyler Petersen, brand manager, Spreads

Talent: Polly Markus

WPP Media: Emily Scovell, chief strategy officer

EssenceMediacom: Megan Smith, managing partner

SKY: Anna Lloyd, media strategist

The Story Co: Belinda Innes, founder, producer/director

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