Dairy milk has fought off threats before. But juice was a weak rival. Now it has to contend with a vast array of plant “milks”. The plant-based trend is a strong rival. Plant-based is cool. New Zealanders are consuming 1.2 million fewer glasses every year.
Anchor, the biggest consumer dairy brand in New Zealand, is reclaiming dairy’s place as the go-to drink with a campaign from TBWA\New Zealand that highlights dairy’s goodness and promotes milk’s cool.
Milk has been relegated to something added to coffee or have over cereal, so the campaign looks to normalise drinking a glass of milk again with pride.
Real Milk. Real Good takes its cues from popular culture, allowing Anchor and milk to show-up with confidence in a way that breaks category conventions.
“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,” explained Shane Bradnick, chief creative officer, TBWA\NZ.
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,” Bradnick stated
“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 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 not 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,” Bradnick added. “It’s simple, confident, creative.”
Lucy Bailey group marketing manager, Anchor, added, “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.
“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.”
The full New Zealand campaign includes sponsorship, TV show activations, in-store, give aways and influencer work, all of which will build on the benefits of real milk and look to popularise consuming a glass of milk again.
Credits
Client Partner: Anchor
Marketing and Innovation Director Oceania: Renee Milkop-Kerr
Group Marketing Manager: Lucy Bailey
Marketing Manager: Olivia Robbins
Agency: TBWA New Zealand
Chief Creative Officer: Shane Bradnick
Creative Director: Mick Stalker
Senior Art Director: Darran Wong Kam
Chief Executive Officer: Catherine Harris
General Manager: Simon Mills
Group Business Director: Caroline Logan
Business Director: Hitesh Patel
Senior Producers: Sascha Mortimer & Tabitha Parke-Gailey
Print Producer: Mark Paisey
Production Company: FINCH Company
Director: A.J. Greenwood
Music Composition: Beatworms
Composer: Cam Ballantyne
Stills Production: The Pool Collective & IDC
Photographer: Juliet Taylor
PR Agency: TBWA Eleven
Media Partner: EssenceMediacom
Agency Partners: Tribal and RAYDAR
Popeye Illustrations Licensing by Born Licensing
