Anchor Dairy’s Christmas campaign encourages giving over buying

NZ agency Pead leads creative and PR for the dairy giant.

Homegrown dairy brand Anchor has ditched a glossy ad for a Christmas appeal to benefit New Zealand Food Network. Covid has exacerbated hunger in the country, and research estimates that one in five Kiwis risk going hungry this Christmas. The appeal aims to feed 15,000 mouths.

In new creative work from indie agency Pead, the classic Chirstmas poem 'Twas the night before Chrismas' which swapped out the fairy-tale narrative for a story about food poverty and distribution for New Zealanders.

The campaign includes a 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 December 21st that will see Anchor branded lorries distribute food parcels across the country.

Food hampers created for the appeal will include items to create a delicious, balanced Christmas spread for a family of four, including a ham, fresh vegetables and fruit, Weet-Bix, fresh milk and cream, cheese, custard and cream, and some sweet treats. The hampers will be delivered to charities across the country.

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 NZ$100,000 retail value in dairy products including milk, cream, custard, cheese and butter to kickstart the appeal and is encouraging fellow Kiwis to support the charity in its endeavour.

"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'," said Kelly Grindle, director of integrated strategy at Pead.

"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."

Grindle added that for too long PR agencies have been pigeon-holed as a publicity service. "With this campaign, we were able to take a PR-led idea and amplify it across various marketing disciplines. We've produced campaign content, developed a media plan with MediaCom, integrated the idea into supermarkets and activated in our communities," he said.

More and more clients are turning to Pead for strategy, creative and end-to-end campaign development, according to Grindle.

"It's an approach that clients are buying into—if we are asked to act as a lead agency on a campaign or account, it helps embed 'talkability' at the heart of their campaigns, and ultimately drives cost efficiencies too," he said. "Traditional advertising agencies may be better at selling products, but traditional PR agencies are much better at telling stories."

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