Anchor has launched its Christmas campaign, this year switching strategies by launching a Christmas appeal to benefit national food charity New Zealand Food Network.
The appeal aims to feed 15,000 Kiwis after dire research estimates one in five New Zealanders risk going hungry at Christmas.
To bring it to life, Anchor reimagined the classic poem “Twas the Night Before Christmas”, changing out the fairytale narrative for a story that sheds light on our food poverty issue.
The creative was devised and led by Pead, with Laura Sargisson appointed as director, and Swish managing production.
The campaign includes a PR and media relations strategy; influencer engagement; media spend across online, social and radio; in-store presence and POS; internal communications support from Fonterra and an ‘on-ground’ activation.
Katie McClure, Group Marketing Manager at Fonterra Beverages, says: “We hope this campaign makes a real difference in the lives of thousands of Kiwis – because no New Zealander should go hungry, particularly at Christmas time.”
Kelly Grindle, Director of Integrated Strategy at Pead, adds: “We’re particularly proud that a PR agency has been trusted with a campaign of this scale – and hope our unique perspective on delivering brand building work that delivers a tangible benefit to our community, is a winning formula.”
The hampers include a ham, vegetables, fruit, Weet-Bix, milk, cream, cheese, custard and sweet treats, and will be delivered to charities nationwide from December 21st.
T&G Fresh, Sanitarium and Griffins are also helping subsidise the cost – meaning a $25 donation from the public will help feed a family of four, despite the hamper holding more than $110 in retail value.
To kickstart the appeal, Anchor has donated $100,000 in dairy products.
Donations can be made at anchor.co.nz/christmasappeal.