Anchor and TBWA\NZ Agree, Nothing Beats Real Milk

To turn this around, Anchor, the biggest consumer dairy brand in New Zealand,  is reclaiming dairy’s place as the go-to drink thanks to a new campaign from TBWA\New Zealand.

To lead a category reappraisal and bring real milk out of the shadows, Anchor and TBWA\NZ have launched a push to elevate milk above the noise and celebrate the goodness of all dairy. Milk has been relegated to something we add to coffee or have over cereal, so this campaign looks to proudly normalise drinking a glass of milk again.

Called ‘Real Milk. Real Good’ the campaign takes its cues from popular culture, allowing Anchor and milk to show-up with confidence in a way that breaks category conventions.

New Zealand Olympic hero Dame Valerie Adams, dancer Lance Savali and even Popeye, switching his spinach with milk, all feature, reflecting the broad appeal and benefits of milk.

“Drinking milk by the glass is not something seen as much anymore, yet it used to be a staple at breakfast, lunch, and bedtime. Even part of a school lunch. The campaign is based around bringing back that visibility and permissibility,” says Shane Bradnick, CCO of TBWA\NZ.

“Cow’s milk is the G.O.A.T. A true original superfood. It needs nothing added. You only need to open the bottle and enjoy its magic. It builds bones strong. Grows muscles big. Makes hair fabulous. It can help you take your first steps. And prolong your last.  It is pure, simple and healthy. It’s almost too good to be true. But it is true.”

Simple, iconic, OOH executions show many ages and stages enjoying a glass. Fresh and uncomplicated A/V does the same. Interesting partnerships and sponsorships will see milk turning up in places we haven’t seen before, integrated into programming such as Shortland Street - the biggest TV soap in New Zealand - and Sky Sport. And location-based and time-bound executions will help inspire usage and occasion.

“This campaign sees Anchor in its role as category leader encouraging consumers to reappraise milk and take note of its benefits as the real superfood made right here in New Zealand. If the category grows, Anchor grows, New Zealand grows.” added Shane. 

“It’s simple, confident, creative.”

Lucy Bailey group marketing manager explains the scale of the campaign.

“In year one alone Anchor will make a significant investment for the category, with a highly visible and iconic campaign that aims to champion the goodness of dairy. Letting every New Zealander know that nothing beats real milk,” says Lucy.

"Per capita consumption has been declining for years, which is  a big concern, as calcium and protein is crucial for building strong bones, maintaining muscles and supporting overall health. To get these lost audiences to consider milk again, we needed to take a confident, category leadership position.”

Shane explains, “To help stop what is a global decline in milk is a big brief. Where we’ve netted out is a campaign that’s simple and powerful, not unlike the milk itself. We’ve celebrated milk drinkers of all ages and stages, and even got Popeye to swap out his spinach for a glass of the good stuff. Now that’s real good.”

The campaign will be seen across New Zealand from September onwards and is also supported with sponsorship, in TV show activations, in-store, give aways and influencer work which all builds on the benefits of real milk and looks to popularise consuming a glass of milk again.