Goodman Fielder and DDB Group Aotearoa have joined forces to launch a new campaign, highlighting Meadow Fresh’s continuous commitment to supporting Steven Adams’ Sports Pathways Basketball Camps for New Zealand’s young athletes.
Since 2016, Meadow Fresh has been the major sponsor of Steven Adams’ Basketball Camps. The free of charge camps see 8-17-year-olds enjoy time on the court with Adams, working on their basketball skills, and most importantly, having lots of fun. In 2018, Adams launched a new High Performance Camp for top high school age basketball players, with an aim of opening doors for more New Zealand teenagers to receive US basketball scholarships.
Comedic in nature, the campaign leans into the trope of celebrity endorsements of brands often feeling forced and awkward. Adams is seen doing things he excels at – basketball and supporting Kiwi kids – juxtaposed with something he is not as good at (acting). The campaign also naturally plays into the deadpan sense of humour Adams is known for, while highlighting the ongoing partnership between Meadow Fresh and Adams.
“I would like to thank Meadow Fresh for their continued support, they have been there since the beginning of my camps, and I am excited about the new TVC and our plans to continue the work we are doing for our Tamariki. Much aroha, Meadow Fresh,” Adams says.
Francis Coulter, Head of Retail Marketing and Category at Goodman Fielder, says that the campaign is what Meadow Fresh is all about; supporting Kiwi families to grow great Kiwi kids through nutritious quality dairy products.
Matt Williams, Creative Director at DDB Group Aotearoa, adds that as a well known and loved Kiwi brand, Meadow Fresh is doing an amazing job at continuing its partnership with Steven Adams and his Basketball Camps.
“What Steven is doing with these kids is quite remarkable. We wanted to tell that story in a way that felt true to the guy and leaned towards his core skill set, rather than fought against it – as sponsorship ads can often be guilty of,” Williams says.
Consumers can expect to see more of the campaign across TV, Online Video, OOH, Social and POS.
Francis Coulter – Head of Retail Marketing
Danielle Dyson – Head of Marketing and Category, Dairy
Jen Jones – Marketing Manager, Milk
Ra Fletcher – Head of Communications
Lydia Barker – Brand Manager
Sports Pathways Credits:
Zak Lassey – Trustee, Sports Pathways
Rob Tuilave – Trustee, Sports Pathways
Spencer Webster – Chair, Sports Pathways
Agency credits: DDB Group Aotearoa
Production Company: The Sweetshop
Director: Max Barden