It’s a very simple idea, but it packs a load of emotion. TBWA\NZ introduces Dairy Reunions, a series of little snippets for Anchor Zero Lacto of people’s joy in reuniting with milk and cheese.

Those little snippets featuring five real New Zealanders seem unscripted, giving them the power of authenticity (yes, apologies for the buzzword but here it is actually apt). The joy mentioned above is palpable, making each snippet immensely relatable.

The campaign speaks to the 1 in 3 Kiwis who experience lactose sensitivities, inviting them to rediscover the dairy they’ve been missing, thanks to Anchor Zero Lacto.

“Anchor Zero Lacto opens the door for people to enjoy dairy again – so we focused on capturing that moment,” stated Shane Bradnick, chief creative officer at TBWA\NZ. “We wanted to show the real joy of someone who’s avoided dairy for years finally being able to enjoy it again. It’s joyful, human, and most importantly, true.”

The campaign is running across online video, OOH, radio and social, showing just how powerful and personal the return to dairy can be when the barriers are removed.

“This campaign reflects our belief that dairy should be for everyone,” commented Renee Milkop-Kerr, innovation and marketing director at Anchor parent, Fonterra Oceania. “Anchor Zero Lacto contains all the goodness of dairy without the lactose – and seeing the genuine reactions of people enjoying dairy again reminds us why it matters.”

The campaign continues the creative momentum between Fonterra Oceania and TBWA\NZ, whose recent work on the Real Good platform redefined how Anchor shows up in culture – with a modern, insight-led approach to brand storytelling.

Credits:

Client: Fonterra Oceania [Anchor]
Client Partner: Fonterra Marketing and Innovation Director: Renee Milkop-Kerr
Group Marketing Manager: Stephanie Baker
Marketing Manager: Olivia Robins

Creative Agency: TBWA\New Zealand
Production Company: IDC
Director & Photographer: Sacha Stejko
Audio: Liquid Studios
Media Partner: EssenceMediacom