Anchor highlights its heritage with new campaign via TBWA\NZ

TBWA\NZ and Anchor have collaborated on a fresh campaign aimed at rekindling Kiwis’ affection for Anchor, one of New Zealand’s much loved brands.

Anchor has been an integral part of Aotearoa’s heritage since 1886, and it has held a central place in countless New Zealand households for generations. Whether it’s for baking a batch of cookies, making a cup of tea, or providing a nourishing breakfast for the family, Anchor has been a constant presence in the lives of Kiwis.

Renee Milkop-Kerr, Director of Marketing Fonterra Brand New Zealand says: “We’re honoured to be one of New Zealand’s longest standing and most trusted brands, having been part of breakfasts, lunch boxes, and bring-a-plates for over six generations. Our enduring stewardship and care in everything we do sets us apart, and that’s what we want to celebrate.

“We want to remind the nation just how much Anchor has always been part of Kiwi households by showing everyday whānau enjoying the simple pleasure of dairy goodness in their own unique way.”

The new campaign, created by TBWA\NZ and brought to life by Gaysorn Thavat and EXIT Films, consists of several simply observed moments that are windows into Kiwi homes up and down the country. 

TBWA\NZ Chief Creative Officer Shane Bradnick says: “As a Kiwi brand Anchor has been caring for New Zealand for a long time but in classic Kiwi fashion, they don’t want to boast about it. So, we showed that care rather than talking about it- and you can’t get much more Kiwi than that.”

The campaign will appear on TV, digital and social and you can view the AV below: 


Client: Anchor

Agency: TBWA\NZ

Production company: Exit

Media Agency: EMC

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