On August 15, the All Blacks walloped the Wallabies, 41-13 and captain, Richie McCaw’s, set a new world record for his triumphant last game with his 142nd test cap.

Of course, Colenso didn’t pre-plan any of this. But then the All Blacks walloped the Wallabies last year too. So launching its Anchor All Blacks campaign at the Bledisloe Cup was a low risk decision.

The Anchor All Blacks partnership was announced in 1935, and relaunched on July 31, 80 years to the day since the All Blacks first overseas tour.

The new campaign connects New Zealand’s two famous exports, Anchor dairy foods and the All Blacks, by their mutual dependence on farming – the industry that also ‘built the nation’.

Colenso explained, “Anchor’s story is an allegory of the story of the nation. From its humble beginning on the Hauraki Plains to becoming a big part of our national identity, and a global success story.”

Farming also produced a legendary crop of players. George Nepia, Sid Going, the Clarke brothers and Colin ‘Pinetree’ Meads were all farmers.

The campaign film is a montage of archival material threaded with new footage to complete the story.

Andy Blood, creative director at Colenso BBDO, commented, “Having now been privileged to work on nine All Blacks campaigns since 1999, it was important to help find an All Blacks story less-told. And telling Anchor’s story, which is so deeply entwined with the team, allowed us to do just that – and at a time when farmers need all the acknowledgement and support for their hard work that they deserve.”

Anna Gestro, Fonterra Brands NZ marketing manager (Anchor), added, “The ad shows how lots of long days and hard yakka were the making of our dairy industry, and our other world famous exports – rugby players.”

The campaign is running on TV, online video, OOH, and across social media, with a very special launch on September 7.

The campaign also unveils Anchor’s new position, #gostrong.