Content Champions: Fonterra Anchor

Fonterra Anchor is a dairy brand that sources its products from New Zealand-based farms. It has multiple brands under it such as Anchor which makes butters and cheeses, Anlene, which makes adult milk, Perfect Italiano which offers culinary cheeses and more. This year it has been selected for MARKETING-INTERACTIVE's content champions.

Content Champions is a segment during MARKETING-INTERACTIVE's Content360 conference in Singapore in which we highlight brands who have made significant impact in the content marketing space through their campaigns. This campaign was first shortlisted for Marketing Excellence Awards 2024 and was further evaluated by the editorial team at MARKETING-INTERACTIVE to make the shortlist. 

Campaign: Make Meals Deliciously Easy with Anchor
Brand: Anchor Dairy

Challenge

Anchor, a heritage brand in the Philippines under Fonterral, brand enjoys significant awareness for its butter products, but its wide portfolio of high-quality products are not well-known.

The job-to-be-done therefore was two-pronged: Democratising cooking and enabling anyone to cook with Anchor; and second- to drive awareness of Anchor’s wide range of product. 

Strategy

Anchor Dairy understands that Filipinos love their food and that cooking their specialties for family and friends is more than a gastronomic feast - it is an expression of love. In the desire to cook for loved ones, Filipino wives and food enthusiasts alike search online for the best signature meals to make.

However, as numerous and easily available as these recipes may seem to be, making them may not be easy at all. Unfamiliar and hard-to-find ingredients, complicated steps, even expensive kitchenware – all these can be frustrating for someone who simply wants to cook.

Execution

To prove that anyone can cook, Anchor Philippines launched its "Deliciously Easy" campaign in late 2022. With “Make meals deliciously easy with Anchor” as its regional tagline, the campaign aimed to communicate that any Filipino can make any dish delicious and easy with help ofAnchor products.

Headlining the campaign were the extended portfolio of Anchor dairy products, which included Anchor Butter, Anchor Cream, and Anchor Cheese.

In November 2022, the first wave of the campaign was officially launched with “Make Christmas deliciously easy with Anchor” in time for the festivities. For this round, Anchor Philippines collaborated with food influencer Erwan Heusaff through his Youtube channel, FEATR, to make holiday-themed recipes with Anchor Dairy products. The collaboration proved to be a success that a second installment immediately followed suit – this time a summer campaign.

“Make Summer Deliciously Easy” was further amplified with a giveaway component. In this promo, hints or words were scattered throughout the video at different timestamps. This encouraged the people to finish the whole video so they can find the correct answer for a chance to win special Anchor products.

Campaign amplification was done on various social media platforms.

Check out the other winners here.