Anchor champions dairy’s return in new ‘Real Milk. Real Good’ campaign via TBWA\New Zealand

Anchor is reclaiming dairy’s place in Kiwi fridges thanks to a new campaign from TBWA\New Zealand. Milk has been a Kiwi staple for generations, an amazing superfood. But the rise of plant-based alternative ‘milks’ has left consumers confused by what is really good and what is a fad.

To lead a category reappraisal and bring real milk out of the shadows, Anchor and TBWA\NZ have launched a campaign to elevate milk above the noise to celebrate the goodness of all dairy.

Called ‘Real Milk. Real Good’ the campaign takes its cues from popular culture, allowing Anchor and milk to show-up with confidence in a way that breaks tired category conventions.

Dame Valerie Adams, dancer Lance Savali and even Popeye, boosting spinach with milk, all feature, reflecting the broad appeal and benefits of milk.

Says Shane Bradnick, CCO, TBWA\NZ: “Drinking milk by the glass is not something seen much anymore, yet it used to be a staple at breakfast, lunch, and bedtime. Even part of a school lunch. The campaign is based around bringing back that visibility and permissibility.

“Cow’s milk is the G.O.A.T. A true original superfood. It needs nothing added. You only need to open the bottle and enjoy its magic. It builds bones strong. Grows muscles big. Makes hair fabulous. It can help you take your first steps. And prolong your last.  It is pure, simple, and healthy. It’s almost too good to be true. But it is true.”

Simple, iconic, OOH executions show many ages and stages enjoying a glass. Fresh and uncomplicated A/V does the same. Interesting partnerships and sponsorships will see milk turning up in places we haven’t seen before, integrated into programming such as Shortland Street and Sky Sport. And location-based and time-bound executions will help inspire usage and occasion.

Says Bradnick: “This campaign sees Anchor in its role as category leader encouraging consumers to reappraise milk and take note of its benefits as the real superfood made right here in New Zealand. If the category grows, Anchor grows, New Zealand grows.

“It’s simple, confident, creative.”

Lucy Bailey, group marketing manager at Anchor explains the scale of the campaign: “In year one alone Anchor will make a significant investment for the category, with a highly visible and iconic campaign that aims to championing the goodness of dairy. Letting every New Zealander know that nothing beats real milk.

“Per capita consumption has been declining for years, which is a big concern, as calcium and protein is crucial for building strong bones, maintaining muscles and supporting overall health. To get these lost audiences to consider milk again, we needed to take a confident, category leadership position.”

Adds Bradnick: “To help stop what is a global decline in milk is a big brief. Where we’ve netted out is a campaign that’s simple and powerful, not unlike the milk itself. We’ve celebrated milk drinkers of all ages and stages, and even got Popeye to swap out his spinach for a glass of the good stuff. Now that’s real good.”

The campaign will be seen across New Zealand from September onwards.

Client Partner: Anchor
Marketing and Innovation Director Oceania: Renee Milkop-Kerr
Group Marketing Manager: Lucy Bailey
Marketing Manager: Olivia Robbins
Agency: TBWA\New Zealand
AV Production: FINCH Company
Director:  A.J. Greenwood
Music Composition: Beat Worms
Composer: Cam Ballantyne
Stills Production: The Pool Collective & IDC
Photographer: Juliet Taylor
Media Partner: EssenceMediacom
Agency Partners: Tribal and RAYDAR