New Zealand’s Anchor Dairy has switched strategies for its 2020 Christmas campaign, with the company this year drawing attention to the need to give during the festive season.
The Fonterra-owned company is encouraging Kiwis to fundraise for the New Zealand Food Network, following the release of research that showed one in five people risk going hungry this Christmas.
To help bring the appeal to life, Anchor has reimagined the classic Christmas poem Twas the Night Before Christmas, changing out the fairy-tale narrative for a story that aims to shed light on the issue of food poverty for New Zealanders.
The creative was devised and led by Pead, with Laura Sargisson appointed as director, and Swish managing production.
It includes a robust PR and media relations strategy; influencer engagement; media spend across online, social and radio; in-store presence and POS; significant internal communications support from Fonterra; and an ‘on-ground’ activation from 21 December that will see Anchor branded trucks distribute food parcels across New Zealand.
Katie McClure, group marketing manager at Fonterra Beverages, said: “Anchor has been a proud New Zealand business for 134 years and this Christmas, when people are struggling more than ever, we want to spread some good cheer.
“We hope this campaign makes a real difference in the lives of thousands of Kiwis—because no New Zealander should go hungry, particularly at Christmas time.”
She added: “I would like to thank the Fonterra Brands marketing team, and our agency partners, for their phenomenal efforts—and would encourage everyone to take the time to donate online, and make Christmas that little bit more enjoyable for all of us.”
Kelly Grindle, director of integrated strategy at Pead, said: “When we were first briefed on developing a Christmas campaign for an iconic Kiwi brand like Anchor, we were ecstatic.
“Christmas marketing has delivered some of the most memorable brand moments—from John Lewis’ ‘Man on the Moon’, through to New Zealand Post’s ‘Sweet Little Lies’.
“We’re particularly proud that a PR agency has been trusted with a campaign of this scale—and hope our unique perspective on delivering brand building work that delivers a tangible benefit to our community, is a winning formula.”
The New Zealand Food Network is a national food charity that will fill and distribute Christmas food hampers to families in need.
Donations made by New Zealanders to the appeal will go directly to New Zealand Food Network to help fund the food sourcing, creation, and distribution of its food hampers.
Anchor has donated $100,000 retail value in dairy products including milk, cream, custard, cheese and butter to kickstart the appeal and is encouraging fellow New Zealanders to support New Zealand Food Network in its endeavor to feed families across the country.
Credits for the campaign are as follows:
Client: Anchor, Fonterra Brands
Marketing director: Mike Boness
Group marketing manager: Katie McClure
Marketing manager: Lee-Ann Birch
Senior brand manager: Natalie Kudryashova
Digital marketing specialist: Aimee Center
Shopper marketing manager: Jake McKay
Creative & PR: Pead
Director: Kelly Grindle
Account director: Jacqui Kenna
Senior creative & content manager: Duncan Killick
Account manager: Eden Martin
Senior account executive: Lucy Houghton
Swish directors: Andy Day, Stevie Oxton
Director: Laura Sargisson
Producer: Georgia Taylor
DOP: Ray Edwards
Editor: Clara N’Diaye
Composition: Mike Newport
Colourist: Tom Meres
Soundmix: Envy Studios
Jay Drew, Harriet Bews
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