New Zealand dairy giant Fonterra officially launched its trusted dairy brand Anchor in China yesterday backed by an extensive integrated campaign. Taking a sentimental approach with the tagline, ‘Anchor, we are parents too’, the campaign aims to resonate with Chinese mothers looking for high quality imported milk products for their families.
Tribal Worldwide Shanghai is the creative agency & lead agency behind the integrated campaign, featuring two TVCs for different phases, interactive campaign running online, tablets, as well as experiential events.
According to recent data from Aztec, Anchor, with its 127 years of history has continually led sales in New Zealand and provides fresh dairy products to families in over 70 countries around the world, gaining the trust of hundreds of millions of mothers globally.
Manoj Namboodiri, business development director of Fonterra China, said, “The passion that Anchor has for nurturing its products is comparable to that of parental care. Every detail is closely looked into in New Zealand from the health of the cows and the grass they eat, to the packaged product that lands in the consumer’s hands. We closely abide by the New Zealand dairy production quality standards throughout the whole process, while maintaining complete control over every step without any interference from a third party. We make sure we have consistent delivery of the highest quality product.”
“While we were in New Zealand, we were deeply touched by the obvious passion that Fonterra farmers and employees have for their cows and their product. We knew if we could show Chinese mothers how much they care about the quality of the milk they are producing, they would be just as moved and be able to confidently place their trust in the safety of Anchor milk,” said Tim Cheng, chief creative officer of DDB Group Shanghai.
The interactive digital marketing campaign, as part of the integrated launch campaign, has simultaneously been launched, called “Parents voice, Anchor listens”, a platform where Anchor will propose issues on a range of topics covering child education, nutrition and milk; mothers can then participate by sharing their experiences, start discussions or give advice. The demographic will be Chinese mothers born in the 70’s, 80’s and 90’s and it will be a space for them to share their varying insights and personal experiences.
Selected content from 300 mothers will then be published in an initiative called Parenting with Nutrition Milk book which aims to become a household almanac for Chinese families. Consumers can now visit the Anchor website or Weibo / Wechat to participate in this campaign for a chance to win a family trip to New Zealand.
During the official launch event, Chinese mothers were invited, along with celebrity mother Hu Ke(胡可), to share experiences and insights into selecting milk products for their families. “As a mother, I care the most about the health of my children and my family, so I will chose trustworthy brand like a glass of Anchor milk everyday, which plays a vital part in their daily nutrition.” said Hu Ke（胡可）.
Jit Hoong Ng, vice president of DDB Group North China & managing director of DDB Group Shanghai said, “We are honored to be part of this significant move that is a first in Fonterra’s brand history in China. We are thrilled to be the lead agency on this large-scale integrated launch campaign and greatly look forward to implementing it. Fonterra’s passion for their dairy products has always been indisputable and we believe that as a trustworthy and mission-oriented brand, they will be able to provide Chinese consumers with the care and zeal they require.”
For more details on the ongoing campaign, please visit
Anchor site: http://www.anchor.cn
Anchor TVC: http://v.youku.com/v_show/id_XNjM3MTIxMTQ4.html
Anchor Weibo: http://weibo.com/anchordairy
Anchor Tmall: http://anchor.tmall.com/