Chasing thirteen markets among multiple cultures across the Pacific, Anchor had come adrift. It was driven by distributers and lacking unity or cohesion. Our solution? Rather than being customer driven, we became more customer focused. And as a result, we unearthed a single truth: across ethnic divides people understand that high quality dairy builds strong, healthy kids. And strong healthy children are universally recognised as the key to prosperity. We then worked with Fonterra to produce a multi-platform campaign – Anchor Strong – a simple, singular and compelling idea that stands out. Anchor now clearly stands for a healthy, thriving Pacific. It’s an inspiration that the brand shares with its customers and it’s helped Anchor become the number one dairy brand in the Pacific.
