Anchor Protein+: Go Strong All Day Long

Anchor, a New Zealand dairy brand, developed a positioning and a campaign for Protein+, a first-to-market dairy protein offering.

Campaign details

Brand: AnchorBrand owner: FonterraLead agency: Colenso BBDO, MediaComCountry: New ZealandIndustries: Milk & dairy drinksMedia channels: Integrated, Online display, Outdoor, out-of-home, Radio & audio, Social media, Television, Websites & micrositesBudget: 1 - 3 million

Executive Summary

Anchor, the New Zealand milk brand, is thought by many as just plain white milk. To move from a milk manufacturer to a consumer-led dairy brand, Anchor developed a first-in-market dairy protein range.

However, when people think protein, they think gym dudes with massive arms. So we found a distinct protein proposition in our...

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