It acknowledges Anchor’s role in New Zealand home life for over 130 years while capturing its enduring role to this day through a modern Kiwi story.
The platform needed to be broad enough to stretch beyond just advertising and hold important CSR initiatives including KickStart Breakfast, a programme supporting Kiwi communities and their futures, as well as sustainability programmes looking after our homeland.
Fonterra Brands New Zealand Marketing Director, Mike Boness says: “It’s been six years since Anchor Masterbrand has been on air and as a brand that’s sat on the kitchen benches and dining tables of our homes since 1886, the new platform needed to clearly communicate the role the brand plays in our everyday lives.”
To bring ‘A Taste of Home’ to life, Anchor launched the platform with a 30” TVC to tell a heartfelt story. Celebrating the Kiwi tradition of a school shared lunch, hero character Dev brings a traditional Indian dessert, Kalakand, to school and anxiously awaits the outcome. The story is emotive and relatable while running a powerful social message of inclusion and acceptance.
TBWA CCO, Shane Bradnick says: “Anchor is an iconic brand that has been part of New Zealand homes since 1886 – ‘A Taste of Home’ as a creative platform acknowledges and celebrates the important place Anchor holds in all Kiwis – old and new – hearts and homes.
“We are really proud of the teams who have worked so hard to produce this first chapter in the new Anchor story.”
The agency network bringing the campaign to life includes TBWA, Mediacom, Pead, Raydar and Digital Arts Network (D.A.N).
