On 10 December, farm gates will be open around the country.
With Cannes kicking off over the weekend, New Zealand agencies are set to fill their suitcases with Lions and already celebrating is Colenso BBDO, which has scored a Gold Lion in Cannes Health and Wellness category for its Fonterra ‘Milk Slams’ campaign.
After spending the early part of the summer weathering an onslaught of anger from the Lewis Road Creamery army (along with the wider dairy industry getting a smackdown after unsuccessfully complaining about a provocative Greenpeace campaign), Fonterra is trying its best to get past the white noise and get back to the facts. Not ‘alternative facts’, to borrow a Kellyanne Conway-ism, but the cold, hard, scientific ones.
Fonterra’s recent ad campaign has pushed hard on the “co-operative over corporate” image. But has Lewis Road Creamery’s open letter shattered those efforts?
Fonterra has released a new campaign via Colenso BBDO for its Anmum milk formula, which launched in New Zealand this year. Each ad features a different parent dealing with the daily conundrums of looking after a child, and shows how the formula can be an aid.
For many Kiwi kids, being active outside can come at the cost of a broken arm. But, in a new initiative by Anchor and Colenso BBDO, the fun doesn’t have to be over. By continuing to place a focus on strength, the dairy brand is encouraging kids with broken bones to display their break with an ‘X-Ray cast’ and ‘Go Strong’ with free milk.
Fonterra is rolling out a major global platform in a bid to strengthen the Anchor brand in several international markets. Strategically developed by Colenso BBDO, various creative iterations of the core concept are set to appear in New Zealand, China and Sri Lanka (and later in Chile and Malaysia). The creative announcing the campaign to the local market is unreservedly audacious, seeming more akin to a gritty movie trailer for a series of interlinking stories than an ad for a dairy product.
Assignment Group has won the creative account for premium dairy brand Kapiti, following a competitive pitch thought to have involved several agencies.
The official deadline may have passed, but you can still submit your entry to the 2015 TVNZ-NZ Marketing Awards. So if you feel you’ve performed heroic feats of marketing over the past year, request a late entry and you could also be Mighty Marketing material like Fonterra’s Tim Deane.
After more than a decade as managing director at SC Johnson, three years in the same role at Lion Breweries, then nearly 20 years as the boss of Fonterra Brands, there’s not much Peter McClure doesn’t know about how to launch a product. As he steps down from the role he tells Amanda Sachtleben about grabbing shoppers’ eyeballs in eight seconds, why that lightproof milk bottle wasn’t actually a flop and the reason entrepreneurs have a marketing jump on the corporates.
Fonterra has taken a page out of the mainstream retailer’s playbook by establishing a rewards initiative that gives its members access to a range of perks to those in the co-operative. The introduction of the loyalty programme is part of a series of changes, which also includes plans to rebrand all 67 of Fonterra’s RD1 stores to NZ Farm Source hubs (there are also plans to introduce four new stores), launch new digital technology, introduce on-site support and initiate a range of financial options exclusive to members.
Fonterra Brands has teamed up with Colenso BBDO and TVNZ Blacksand to give Facebook fans the thrill of seeing themselves on an actual TV ad, while consuming lots of Kapiti icecream, with the help of some new technology from TVNZ.
With Telecom spreading its wings as Spark today, we decided to look at a few other rebrands of varying quality from here and around the world.
Colenso BBDO has long worked on Fonterra’s major brands like Anchor, Tip Top, Fresh ‘n Fruity and Mainland and it’s gradually been adding new chunks of the business to its roster, with the most recent being the addition of some smaller brands after Shine shacked up with Goodman Fielder. Now it’s added some more after the agency was appointed as the social media partner for all of Fonterra’s brands after a competitive pitch.
Andrew Hawley won his first piece of business—Telecom’s youth-focused mobile brand Pulsate—in 1999 when he was still at design school at Massey University in Wellington. 15 years on and the executive creative director and managing director at 72-strong “digital experience agency” Touchcast is still working with his foundation client, albeit in a much larger capacity, as well as with a number of other big Kiwi companies that have been drawn to its attractive combination of speed and quality. He tells us how that panned out and what makes the full service digital agency tick.
In December last year, it was reported that OMD and MediaCom were involved in a pitching tussle for the Fonterra media account. And now, after several months of speculation as to where the account would go, the dairy producer has confirmed that MediaCom has won the pitch. Updated with information on the duration of OMD’s hold on the account.
Humans are strange, simple and irrational creatures, as evidenced by the huge excitement generated by New World’s Little Shop promotion. And while this miniature fervour obviously worked in Foodstuffs’ favour, it also worked for the brands involved in the promotion.
Fonterra is putting its media account up for pitch in New Zealand, with incumbent OMD and MediaCom thought to be battling it out for the spoils.
Dunedin-based biotech company Pacific Edge is this year’s supreme winner of the New Zealand Innovators Awards thanks to its novel cancer detection test Cxbladder. The awards also honoured several individuals and companies, including Fonterra for its Alternative Make Cheese process used to produce premium Mozzarella on a commercial scale; StretchSense, which has created a sensor for measuring human body deformation and movement; and 14-year-old Ayla Hutchinson, who developed Kindling Cracker – a device used for making wood kindling.
It certainly hasn’t been the best of times for Fonterra over the past few weeks, but it can put a small tick in the plus column after the ad to promote its Milk for Schools programme was named the winner of the June round of Colmar Brunton’s Ad Impact Award.
As Rod Oram said in a TVNZ report about the recent Fonterra product recall: “We need to be extremely mindful of how reputations are won and lost in the new social media world we live in.” Simon Young looks at what was being said about Fonterra and this current crisis on Chinese social media.
Over the past few years, we have seen a series of memes that have had the potential to cause injury, such as planking, owling, batting and, of course, extreme ironing/hammocking. The Harlem Shake, however, never really seemed too dangerous. Ridiculous, yes, but not particularly life threatening. Fonterra disagreed, however, after it sacked two of its staff for shaking it on the Takanini factory floor.
Goodby Silverstein and Partners’ Got Milk? campaign for the California Milk Processor Board was one of the most memorable campaigns of the ’90s and became part of the pop cultural furniture in the US. It helped increased milk consumption in California, it has spawned a host of parodies and it’s still going strong today. So why is the phrase being used by Fonterra to advertise its Anchor brand?
There’s been a whole heap of chatter about Anchor’s new light-proof bottles over the past few weeks, plenty of it negative. But one month after the first bottle was produced, Fonterra Brands’ group marketing manager Craig Irwin says the innovation is already paying dividends in terms of increased sales and share.