That’s nice milk: Steven Adams takes Meadow Fresh to new heights

AUCKLAND, Today: Goodman Fielder and DDB Group Aotearoa have partnered to create a new campaign, showcasing the ongoing support from Meadow Fresh for Steven Adams’ Sports Pathways Basketball Camps for Kiwi Kids.

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 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 plays into the deadpan humour Adams is known for, while highlighting his ongoing partnership with Meadow Fresh”

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.

DDB CD Matt Williams said:”“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.

The show rus across TV, Online Video, OOH, Social and POS.

CREDITS

Client: Steven Adams Milk
Head of Retail Marketing: Francis Coulter
Head of Marketing and Category, Dairy: Danielle Dyson
Marketing Manager, Milk: Jen Jones
Head of Communications: Ra Fletcher
Brand Manager: Lydia Barker
Trustee, Sports Pathways: Zak Lassey
Trustee, Sports Pathways: Rob Tuilave
Chair, Sports Pathways: Spencer Webster
Agency: DDB Group Aotearoa
Production Company: The Sweetshop
Director: Max Barden