Lumps and milk don’t generally go too well together. Except when it comes to Primo Pineapple Lumps milk, which is the first of a few planned licensing deals between Kraft/Cadbury and Fonterra Brands over the next couple of years.
A sand artist, a rural recreationist, some see-through beasts and a wild man walk into a bar…
Fonterra, in what it’s calling a game changer for the dairy industry, the most significant innovation project Anchor has ever undertaken and a world-first, has launched a light-proof three-layer bottle that claims to improve the taste of milk. And the campaign by Colenso BBDO uses a herd of magical, sun-avoiding glass cows to promote the benefits of the new technology.
Understanding what gets consumers buying is a core marketing skill, but in the world of retail, experimentation is often limited to a few variables—and expensive. So Colmar Brunton has launched a new product called CXS, or Customer Xperience Simulation, to solve those issues by allowing products and shopper marketing campaigns to be tested virtually.
Dow Design is on a mission to prove the commercial value of good design. And with a win in the TVNZ-NZ Marketing Awards for Fonterra, a finalist in the new Best Effect Award for Hellers, a number of big redesigns for big FMCG brands, it seems to be doing a good job of it. Founder Annie Dow and business development director Jenny McMillan speak their piece.
A fat, shiny bull mounting a helpless cow: this is war launched billboard-style by Holy Moly ice cream, which claims dairy giant Fonterra is screwing over small businesses with what it believes is anti-competitive behaviour.
Auckland indie agency Shine doesn’t really play the show-offy PR game like many of its contemporaries and tends to focus on doing good work for some pretty big clients like Fonterra, Speight’s and Hyundai. And it’s thought it has added another two scalps to that list, taking House of Travel off Saatchi & Saatchi and GE Capital off Y&R.
2012 marks the 21st anniversary of the TVNZ-NZ Marketing Awards. And, in keeping with the traditions of the land, it emerged into adulthood this year with a new central theme of Everything Marketing and eight new categories, including financial, technology, automotive, utilities/communications, lifestyle/travel/leisure and sponsorship. And coming out at the head of the field with the supreme award was Volkswagen, with ex-Westpac and soon-to-be BNZ head of brand Ian Moody named as marketer of the year, Whittaker’s Jasmine Griffin named as rookie marketer of the year, Air New Zealand taking the marketing excellence award and Pfizer, Z Energy and Red Witch both picking up multiple awards.
Fonterra has been under the pump in recent times due to the steadily rising price of dairy products. But a complainant recently took aim at some of the language used on its website to promote the goodness of dairy. And not even new ambassador Richie McCaw could stop the Advertising Standards Authority from upholding two of the five complaints.
The biggest name in New Zealand rugby signs up with the biggest name in New Zealand milk, Wellington PR agency Ideas Shop gets into politics, Shine welcomes an experienced campaigner to the roster, The New Zealand Herald names its travel editor, Portfolio adds a digital recruitment specialist, fledgling magazine Homestyle fills a new position, Newstalk ZB is nominated for a prestigious international radio award, and super yacht guru Neville Crichton is honoured by his peers.
If men had their way, chips and dip would probably have its own segment on the food pyramid. And now, following on from the very successful launch of Mammoth Supply Co. yogurt, ice-cream and iced coffee ranges last year, Fonterra and Shine have referenced that manly desire with a very funny new ad for its new range of peri-peri, Kiwi onion, nacho cheese and spare rib dips that makes fun of nerds and nibbles and once again features the husky cowboy tones of Sam Elliot.
Following on from the recent spate of trademark bullying, with DB winning the rights to use the generic term “radler” and Fonterra now trying to claim “vintage”, Moa, which announced its slightly surprising sponsorship of the New Zealand Olympic team last week, recently received a letter from Jean-Luc Barnier, the chief guardian of the Champagne region, telling the brand to cease and desist on the use of the word champagne on its website. As you can imagine, this request went down well with the always well-behaved Moa team, who felt the letter was a particularly French way of going about things. So they sent Jean-Luc a uniquely Kiwi response: a lovely postcard of the Rainbow Warrior with the Te Reo equivalent of “fuck off” written on the back.
A quick glance at Fonterra’s media site shows the dairy giant has quite a penchant for talking itself up. Last week it announced it was dropping the price of butter and cheese in line with international price decreases, but its decision to not drop the price of milk as part of a price freeze hasn’t won it any friends. Neither has news this week that it has gone after boutique cheese-makers, asking them to cease using the term “vintage” on their products, because it says it trademarked the term back in the 60s. Can you smell that? Like DB’s Radler, it’s the stench of a corporate attempting to wield its power. But will Fonterra’s case stand up in court?
2011 Corporate Reputation Index
Reputation is everything, someone may have once said. And Air New Zealand has the best one, according to the second annual New Zealand Corporate Reputation Index.
After three years as the chief executive of CAANZ, Rick Osborne has announced he will be stepping down from the role to take up the job of group general manager, external relations at Fonterra, which is responsible for government relations, trade strategy and regional relations.
Auckland creative agency Shine has had a pretty stellar year so far. It nabbed the RaboPlus account in May (and has recently released its first rather well-received campaign for the bank). And, while it’s been working with some of the local Fonterra Brands for a while now, it has been given a few more to play with.
OMD Auckland and TVNZ have developed what they claim is a New Zealand first and almost certainly a world first: an ‘Ad on Pause’ for Fonterra’s Primo brand.
There’s been plenty of talk around the industry traps recently about both the commoditisation of media and the apparent fragmentation of big clients’ business. A lot of it seems to be just that: talk. But not when it comes to the country’s biggest company, Fonterra, which has split up its media business, giving Naked Communications the communications, strategy and channel planning work and leaving OMD with the media buying.
The NZ EFFIE Awards finalists have been announced. Coming up trumps this year is DDB with 10 nominees. Colenso BBDO has nine but counting entries by Clemenger BBDO and Colenso & AIM Proximity makes the group total 14. Saatchi fares well with nine offerings in the ring. There are also multiple …