Anchor's New Campaign Welcomes Back Dairy Lovers with Lactose Sensitivities

Anchor and TBWA\NZ have unveiled a new campaign aimed at the one in three New Zealanders affected by lactose sensitivities, encouraging them to rediscover their fondness for dairy through Anchor Zero Lacto. This initiative, titled ‘Anchor Dairy Reunions,’ showcases real Kiwis being reunited with their favored dairy delicacies, from creamy mac and cheese to beloved milk mustaches, through engaging audio-visual and out-of-home (OOH) content.

As Shane Bradnick, Chief Creative Officer at TBWA\NZ, highlighted, "Anchor Zero Lacto opens the door for people to enjoy dairy again -- so we focused on capturing that moment. 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 prominently features five authentic New Zealanders across diverse media such as Online Video, OOH, radio, and social platforms, emphasizing the significant and personal experience of reintroducing dairy into their lives when previous barriers are removed. Renee Milkop-Kerr, Innovation and Marketing Director at Fonterra Oceania, remarked, "This campaign reflects our belief that dairy should be for everyone. 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."

This effort continues the collaboration between Fonterra Oceania and TBWA\NZ, expanding upon the successful ‘Real Good’ platform which revolutionized Anchor's cultural presence through a modern, insight-driven narrative approach.