Steven Adams takes Meadow Fresh milk to new heights

Goodman Fielder and DDB Group Aotearoa have joined forces to launch a new campaign, highlighting Meadow Fresh’s continuous commitment to supporting Steven Adams’ Sports Pathways Basketball Camps for New Zealand’s young athletes.

Since 2016, Meadow Fresh has been the major sponsor of Steven Adams’ Basketball Camps. The free of charge camps see 8-17-year-olds enjoy time on the court with Adams, working on their basketball skills, and most importantly, having lots of fun. In 2018, Adams launched a new High Performance Camp for top high school age basketball players, with an aim of opening doors for more New Zealand teenagers to receive US basketball scholarships. 

Comedic in nature, the campaign leans into the trope of celebrity endorsements of brands often feeling forced and awkward. Adams is seen doing things he excels at – basketball and supporting Kiwi kids – juxtaposed with something he is not as good at (acting). The campaign also naturally plays into the deadpan sense of humour Adams is known for, while highlighting the ongoing partnership between Meadow Fresh and Adams.

“I would like to thank Meadow Fresh for their continued support, they have been there since the beginning of my camps, and I am excited about the new TVC and our plans to continue the work we are doing for our Tamariki. Much aroha, Meadow Fresh,” Adams says.

Francis Coulter, Head of Retail Marketing and Category at Goodman Fielder, says that the campaign is what Meadow Fresh is all about; supporting Kiwi families to grow great Kiwi kids through nutritious quality dairy products. 

Matt Williams, Creative Director at DDB Group Aotearoa, adds that as a well known and loved Kiwi brand, Meadow Fresh is doing an amazing job at continuing its partnership with Steven Adams and his Basketball Camps.  

“What Steven is doing with these kids is quite remarkable. We wanted to tell that story in a way that felt true to the guy and leaned towards his core skill set, rather than fought against it – as sponsorship ads can often be guilty of,” Williams says. 

Consumers can expect to see more of the campaign across TV, Online Video, OOH, Social and POS. 

CREDITS 

Client credits: 

Francis Coulter – Head of Retail Marketing 

Danielle Dyson – Head of Marketing and Category, Dairy 

Jen Jones – Marketing Manager, Milk 

Ra Fletcher – Head of Communications 

Lydia Barker – Brand Manager 

Sports Pathways Credits: 

Zak Lassey – Trustee, Sports Pathways

Rob Tuilave – Trustee, Sports Pathways

Spencer Webster – Chair, Sports Pathways

Agency credits: DDB Group Aotearoa 

Production Company: The Sweetshop 

Director: Max Barden 

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