Anchor’s ‘Protein plus 30’ campaign by Colenso BBDO was the clear winner of the Ad Impact Award for August.
Showcasing Anchor’s new Protein+ range, the ad shows how easy it is to spread your protein intake throughout the day, whether it’s at your home, office or the gym. It’s also important to note that the ad shows strength to be a malleable concept that doesn’t only refer to large muscles. Mental strength is given just as much weight as big biceps.
The audience deemed the execution informative as it delivers insights not usually included in dairy advertising. Despite the unconventional approach, the public also went on to say that the overarching message in the advertising is relevant, credible and easy to understand. The creative resonated with the public, enhancing the appeal of the brand among the public and also persuading them to use the products in the future.
The runner-up for this month is Pak ‘n Save’s ‘Super Birthday deal’s’ ad, which adds to Stickman’s burgeoning canon of quirky spots.
The spot shows the slender Pak ‘n Save ambassador audition several super sidekicks as he looks to take on the evils of high prices.
According to Colmar Brunton, the New Zealand audience deemed the spot likeable and that it also helped to set the brand apart from other players in the competitive supermarket space.
Given the consistency of Stickman’s appearances on TV, this almost certainly won’t be the last time he features in the monthly Ad Impact rundown.