Anchor has officially launched its Christmas campaign, and this year the dairy brand has switched strategies – launching a ‘Christmas Appeal to benefit New Zealand Food Network’.
The aim is to help feed 15,000 New Zealanders this Christmas – after dire research estimates one in five Kiwis risk going hungry.
The New Zealand Food Network is a national food charity that will fill and distribute Christmas food hampers to families in need. Acting as a centralized distribution point that gets food to where it’s needed most, the charity is unique in its far-reaching ability to connect food donors and food hubs – stretching from Invercargill to Kaitaia.
In October 2019 half a million New Zealanders were living without reliable, daily access to affordable and nutritious food. As the impact of COVID-19 continues to unfold, the New Zealand Food Network estimates that figure may double – placing an unparalleled level of demand on food charities across the country.
To help bring their call for donations to life, Anchor reimagined “Twas the Night Before Christmas,” and shed light on the hard times many in the nation face, yet also the good that can be accomplished.
The Christmas poem has been released as a hero digital asset and charts the impact that donations – big or small – can make this year.
The creative was devised and led by Pead, with Laura Sargisson appointed as director, and Swish managing production.
“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,” said Katie McClure, Group Marketing Manager at Fonterra Beverages. “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.
“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.”
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 New Zealand.
“When we were first briefed on developing a Christmas campaign for an iconic Kiwi brand like Anchor, we were ecstatic,” said Kelly Grindle, Director of Integrated Strategy at Pead. “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.”
Food hampers created for the appeal will include items to create a 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 from December 21st.
New Zealand Food Network’s fellow partners including T&G Fresh, Sanitarium, and Griffins are helping subsidize the cost of these hampers – meaning a $25 donation from the public will help feed a family of four at Christmas, despite the hamper holding more than $110 in retail value.
Donations made by New Zealanders to the appeal will go directly to the 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.
Donations of any denomination to the Anchor and New Zealand Food Network Christmas Appeal can be made at anchor.co.nz/christmasappeal from November 30th.
Credits
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
Production: Swish
Swish Directors: Andy Day, Stevie Oxton
Director: Laura Sargisson
Producer: Georgia Taylor
DOP: Ray Edwards
Editor: Clara N’Diaye
Composition: Mike Newport
Colorist: Tom Meres
Soundmix: Envy Studios
Media: MediaCom
MediaCom: Jay Drew, Harriet Bews
Shopper: Raydar
Raydar: Alice Lipski
