A Taste of Home - Anchor’s new campaign
For Kiwis, there’s nothing quite like a splash of fresh Anchor Milk in your morning cuppa. Think milk, butter, yoghurt and cream – our Anchor products are staples in cupboards and fridges right across New Zealand.
In the year from August 2020 to July 2021, over 1.8 Anchor products were sold every second in New Zealand, making Anchor NZ’s no.1 Fast Moving Consumer Goods (FMCG) brand in supermarkets.
But we aren’t stopping there! Following the number one spot, we have launched a whole new campaign for Anchor right across New Zealand.
It recognises Anchor’s 135-year connection with New Zealand and celebrates the brand as ‘A Taste of Home’.
Director of Marketing at Fonterra Brands NZ, Mike Boness says, “Being New Zealand’s top FMCG brand in supermarkets is a great result. ‘A Taste of Home’ is all about how Anchor products have been on our tables for generations.”
“We wanted to build on this love for Anchor by creating a campaign that includes television, billboards, social media and new branding on our 170 franchisees' trucks, which deliver Anchor everyday right across New Zealand”.
The TV commercial made its debut on screens across the country on Sunday, September 12th.
Being New Zealand’s top FMCG brand in supermarkets is a great result. ‘A Taste of Home’ is all about how Anchor products have been on our tables for generation.
Anchor is proudly 100% New Zealand owned and operated, so, we wanted to showcase our farmers and people who play a big part in Anchor’s success as part of the campaign.
Fonterra Farmer, David Stewart says “We are all so proud of the Anchor brand and it’s pretty rewarding to see Anchor on the shelves knowing that we played a part in making that happen. I’ve even seen Anchor on shelves overseas which is very exciting”.
Fonterra Takanini Hygiene Team Leader, Rose Marie Kipa says “I’ve been at Fonterra for 28 years, my role is so awesome and the reason I’ve been here so long is because I get to do what I love every day for an iconic Kiwi brand.” Read more here.
Te hā o te ūkaipō (a Taste of Home) – Throughout Māori Language week (13th–19th September), we’ll be celebrating by featuring subtitles in te reo Māori across our TV commercial and other elements of the campaign.
As the campaign builds momentum, we will be connecting with Kiwis and inviting them to share their favourite taste of home.