Anchor Milk pushes the Real Taste of New Zealand Nutrition via Tribal Shanghai campaign

Anchor, New Zealand’s premium milk brand has launched a TV commercial in China that moves away from the category tradition and asks, “Does nutritious milk have to taste thick and creamy?”

The campaign, created by Tribal Worldwide Shanghai, introduces the brand’s tagline: “Light freshness, is the real taste of New Zealand nutrition”.

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“In China, most of the milk TV commercials talk about the thick and creamy taste, which have led consumers to the misunderstanding that nutritious milk must tastes this way,”  Johnny Zhu from Anchor China said.

Different with the common stable breeding way in other European countries or China, in New Zealand, more than 95% cows are raised through the most traditional ways -wandering on the green pastures, enjoying clean fresh water, grass and dew. By having natural and original nutrition, their milk can then taste light and fresh. By comparison, the cows under stable breeding produces milk which tastes more thick and creamy.

“Anchor’s light freshness taste is because it’s New Zealand original pure milk. Just as parents care for their children, Anchor has invested endless love and patience into its pasture, cows, production, R&D and milk.  That’s why we are able to bring Chinese consumers Anchor milk that embodies real nutrition from New Zealand. “

To illustrate the realness of Anchor milk, DDB’s photography team went to New Zealand to capture the natural landscape. “In recent years, many milk commercials are also shot in New Zealand. And consumers actually already have get used to see blue sky, slow composition or heart-warming scenes. But Anchor doesn’t want to repeat this same story. We wanted to show consumers the energetic and vibrant side of New Zealand, ” said Tim Cheng, Chief Creative Officer of DDB Group Shanghai.

Anchor is also demonstrating its “Realness” online. Riding on the momentum of positive social buzz around Tim Cook’s gay announcement, Anchor posted an article on Tencent WeChat saying, “dare to be the minority of milk brands”, to demonstrate nutritious milk doesn’t have to be thick and creamy. Along with hashtag #the realtasteofmilk, consumers’ existing opinion about nutritious milk taste has been shaken. The post sparked a huge reaction. Anchor also posted two viral videos to illustrate the story behind the beautiful milk commercial. A series of digital interactions will also air at the end of the year.

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