This week, the New Zealand Police, Fonterra, Greenpeace, Regal Salmon and Flick Electric have made us sit up and listen.
Marketing, advertising & media intelligence
On 10 December, farm gates will be open around the country.
A round of applause for Fonterra, Tip Top, Farmers and Air New Zealand.
With Cannes kicking off over the weekend, New Zealand agencies are set to fill their suitcases with Lions – and already celebrating is Colenso BBDO, which has scored a Gold Lion in Cannes Health and Wellness category for its Fonterra ‘Milk Slams’ campaign.
After spending the early part of the summer weathering an onslaught of anger from the Lewis Road Creamery army (along with the wider dairy industry getting a smackdown after unsuccessfully complaining about a provocative Greenpeace campaign), Fonterra is trying its best to get past the white noise and get back to the facts. Not ‘alternative facts’, to borrow a Kellyanne Conway-ism, but the cold, hard, scientific ones.
Fonterra's recent ad campaign has pushed hard on the "co-operative over corporate" image. But has Lewis Road Creamery's open letter shattered those efforts?
Fonterra has released a new campaign via Colenso BBDO for its Anmum milk formula, which launched in New Zealand this year. Each ad features a different parent dealing with the daily conundrums of looking after a child, and shows how the formula can be an aid.
For many Kiwi kids, being active outside can come at the cost of a broken arm. But, in a new initiative by Anchor and Colenso BBDO, the fun doesn't have to be over. By continuing to place a focus on strength, the dairy brand is encouraging kids with broken bones to display their break with an 'X-Ray cast' and ‘Go Strong’ with free milk.
A drag queen, a stuntwoman and a pair of trampolinists walk into an Anchor ad as Fonterra bets big on brand
Fonterra is rolling out a major global platform in a bid to strengthen the Anchor brand in several international markets. Strategically developed by Colenso BBDO, various creative iterations of the core concept are set to appear in New Zealand, China and Sri Lanka (and later in Chile and Malaysia). The creative announcing the campaign to the local market is unreservedly audacious, seeming more akin to a gritty movie trailer for a series of interlinking stories than an ad for a dairy product.
Assignment Group has won the creative account for premium dairy brand Kapiti, following a competitive pitch thought to have involved several agencies.
The official deadline may have passed, but you can still submit your entry to the 2015 TVNZ-NZ Marketing Awards. So if you feel you’ve performed heroic feats of marketing over the past year, request a late entry and you could also be Mighty Marketing material like Fonterra's Tim Deane.
Changes at ASB, Starcom/ZO, TVNZ, Ambient Group, MediaWorks and Fonterra.
A round of applause goes to Anchor, Pak 'n Save and World Vision this week.
After more than a decade as managing director at SC Johnson, three years in the same role at Lion Breweries, then nearly 20 years as the boss of Fonterra Brands, there’s not much Peter McClure doesn’t know about how to launch a product. As he steps down from the role he tells Amanda Sachtleben about grabbing shoppers’ eyeballs in eight seconds, why that lightproof milk bottle wasn’t actually a flop and the reason entrepreneurs have a marketing jump on the corporates.