Anchor: Chinese New Year

Anchor, the dairy product brand, maximised business returns with a limited budget by developing a culturally relevant campaign in China.

Campaign details

Brand: AnchorBrand owner: Anchor FoodsEntrant company: MediaCom, ShanghaiMarket: China (Mainland)Sector: Dairy products, fats, oilsMedia channels: Online video, Outdoor, out-of-home, Social media, Virtual & augmented reality, Websites & microsites, Word of mouth, influencersBudget: Up to 500k

Executive summary

Chinese New Year is the ultimate sales peak season for the food and dairy industry. The challenge for Anchor was to break through the extremely high media clutter during this festive season and maximize business returns with a limited budget.

How could small brands such as Anchor grab...

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