Make no bones about it: Anchor re-establishes its partnership with the All Blacks after 80 years–UPDATED

(Update) An Anchor TVC by Colenso BBDO has been released celebrating New Zealand’s farming heritage, showing how farming produced a “legendary crop of players”, a Colenso release says.

“Archive material featuring farming All Blacks is mixed with new footage to complete the story,” the release says.

“Having now been privileged to work on nine All Blacks campaigns since 1999, it was important to help find an All Blacks story less-told. And telling Anchor’s story, which is so deeply entwined with the team, allowed us to do just that – and at a time when farmers need all the acknowledgement and support for their hard work that they deserve,” Colenso BBDO creative director Andy Blood says.

Fonterra Brands NZ marketing manager Anna Gestro says: “The ad shows how lots of long days and hard yakka were the making of our dairy industry, and our other world famous exports – rugby players.”

The new campaign will carry across TV, online video, Ooh and social media with a special launch on September 7.

The campaign will also launch Anchor’s new position #gostrong, which will live across all campaigns.


Agency: Colenso BBDO

Production company: Sigi

Producer/director/cinematographer: Sigi

Producer: Cam Spath

Researcher: Dustin Feneley

Art director: Chris Elliot

Liquids: Wayne T Smith

Editor: Philippe Lods

Grader: Pete Ritchie

Online: Lakshman from Creature

Sound: Franklin Road

Original story: August 18

After nearly a century, Anchor milk has jumped back aboard the All Blacks bandwagon, partnering up with the team just before it heads into World Cup territory. 

On July 31, eighty years ago, the All Blacks and Anchor milk products were loaded onto the 17,000-tonne export ship ‘Rangitiki’ and set sail for the shores of England side-by-side, marking the beginning of Anchor’s partnership with the All Black’s successful 1935 tour of Britain, Ireland and Canada, an Anchor release says.

Many of those 1935 players came from dairy farms themselves, as many still do today and it’s the shared values of the two that fuelled the original partnership says Fonterra Bands New Zealand director of marketing Clare Morgan, who was previously at DB and moved to Fonterra about a year ago.

“New Zealand was built on the hard work and broad shoulders of its farmers. They tamed the land, and they made it productive. True grit and determination have always been the making of our dairy industry and our other world famous exports like the All Blacks.”

“Back in the mid-30s Anchor partnered with the formidable All Blacks team and in doing so showed what being New Zealand made was all about. That’s goodness, growth, strength and greatness,” Morgan says.

She says the DNA of Fonterra dairy farmers and their local communities have always been a huge contributor to the All Blacks’ success, on and off the field.

“While Fonterra farmers have provided the milk that’s fuelled many generations of All Blacks, their farms have also been the training ground for a good number of All Blacks including George Nepia, Sid Going and Colin ‘Pinetree’ Meads,” she says. “The work ethic and hands-on attitude of dairy farmers lends itself to performing well at the highest level.”

More details on the Anchor milk-All Blacks partnership will be released in the next few weeks, a release says.

Last month it was announced Fonterra had cut 523 jobs as the company tried to reduce its payroll bill by up to $60 million a year.

According to the Herald, affected roles included: administration roles, sales and ingredients, consumer, marketing, research and development, communications, health and safety, food safety and quality, group resilience and risk, property, procurement and change management.

However, it plans to create more marketing roles so it can sell its products better into overseas markets, where it also faces increasing competition from its rivals, the Herald reported.

The company said disestablishing the roles would cost it between $12 million and $15 million and was part of an ongoing business revue which included measures to improve profitability at Fonterra’s Australian business as well as a series of moves across the organisation.

Fonterra said staff would begin to leave next month.

StopPress has contacted Fonterra about the job cuts and is awaiting a response.

About Author

Comments are closed.