Anchor launches new brand platform

To give Kiwis the feeling of home, no matter where they are, Anchor has launched its new brand platform ‘A Taste of Home’ with a fully integrated brand campaign.

It acknowledges Anchor’s role in New Zealand home life for over 130 years while capturing its enduring role to this day through a modern Kiwi story.

The platform needed to be broad enough to stretch beyond just advertising and hold important CSR initiatives including KickStart Breakfast, a programme supporting Kiwi communities and their futures, as well as sustainability programmes looking after our homeland.

Fonterra Brands New Zealand Marketing Director, Mike Boness says: “It’s been six years since Anchor Masterbrand has been on air and as a brand that’s sat on the kitchen benches and dining tables of our homes since 1886, the new platform needed to clearly communicate the role the brand plays in our everyday lives.”

To bring ‘A Taste of Home’ to life, Anchor launched the platform with a 30” TVC to tell a heartfelt story. Celebrating the Kiwi tradition of a school shared lunch, hero character Dev brings a traditional Indian dessert, Kalakand, to school and anxiously awaits the outcome. The story is emotive and relatable while running a powerful social message of inclusion and acceptance.

TBWA CCO, Shane Bradnick says: “Anchor is an iconic brand that has been part of New Zealand homes since 1886 – ‘A Taste of Home’ as a creative platform acknowledges and celebrates the important place Anchor holds in all Kiwis – old and new – hearts and homes. 

“We are really proud of the teams who have worked so hard to produce this first chapter in the new Anchor story.”

The agency network bringing the campaign to life includes TBWA, Mediacom, Pead, Raydar and Digital Arts Network (D.A.N). 


Client: Fonterra NZ

Brand: Anchor 

Creative Agency: TBWA 

Film Company:  The Sweet Shop

Music negotiation & Sound Design: Franklin Road

Soundtrack Mechanical Version: Painted Apple Moth 

Photography: The Collective Force – Simeon Patience

Animation: Flux Animation

Digital Agency: Digital Arts Network


Associate Business Director: Harriet Bews

Senior Account Manager: Georgia Styles

Senior Digital Account Manager: George Coslett

Associate Investment Director: Holly Shaw 

Investment Executive: Mili Posa 


Partner: Sarah Munnik 

Senior Account Director: Jane Witcombe 

Head of Creative: Tom Davies 


Senior Business Director: Abbi Barker

Account Director: Rebecca Neill

Creative Director: Nigel Hooker

Planning Director: Matt Hailes

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