Anchor reunites Kiwis with dairy in new campaign for Anchor Zero Lacto via TBWANZ

August 20 2025, 11:01 am | BY Ricki Green | No Comments

Anchor and TBWANZ have launched a new campaign that speaks directly to the 1 in 3 Kiwis who experience lactose sensitivities, inviting them to rediscover the dairy they’ve been missing, thanks to Anchor Zero Lacto.

 

The campaign introduces ‘Anchor Dairy Reunions’, a series of fun and engaging AV and OOH featuring real New Zealanders reunited with their favourite dairy dishes – from creamy mac and cheese to a long-lost milk moustache.

“Anchor Zero Lacto opens the door for people to enjoy dairy again – so we focused on capturing that moment,” says Shane Bradnick, Chief Creative Officer at TBWANZ. “We wanted to show the real joy of someone who’s avoided dairy for years finally being able to enjoy it again. It’s joyful, human, and most importantly, true.”

The campaign features five real New Zealanders brought to life across Online Video, OOH, radio and social, showing just how powerful and personal the return to dairy can be when the barriers are removed.

“This campaign reflects our belief that dairy should be for everyone,” says Renee Milkop-Kerr, Innovation and Marketing Director at Fonterra Oceania. “Anchor Zero Lacto contains all the goodness of dairy without the lactose – and seeing the genuine reactions of people enjoying dairy again reminds us why it matters.”

The campaign continues the creative momentum between Fonterra Oceania and TBWANZ, whose recent work on the ‘Real Good’ platform redefined how Anchor shows up in culture – with a modern, insight-led approach to brand storytelling.

With Anchor Dairy Reunions, the brand once again proves that there’s power in keeping things real – especially when the product does the talking.

Anchor reunites Kiwis with dairy in new campaign for Anchor Zero Lacto via TBWANZ Anchor reunites Kiwis with dairy in new campaign for Anchor Zero Lacto via TBWANZ Anchor reunites Kiwis with dairy in new campaign for Anchor Zero Lacto via TBWANZ

Client Partner: Fonterra
Marketing and Innovation Director: Renee Milkop-Kerr
Group Marketing Manager: Stephanie Baker
Marketing Manager: Olivia Robins
Creative Agency: TBWA New Zealand
Production: IDC
Director & Photographer: Sacha Stejko
Audio: Liquid Studios
Media Partner: EssenceMediacom

 

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