New Zealand dairy giant Fonterra debuted a sub-brand Anchor in China late last week, hoping to build an emotional connection with parents.
Speaking to Chinese mothers looking for high-quality imported milk products, a new TVC aims to convey the passion Anchor has for nurturing its product is comparable to that of parental care.
“We knew if we could show Chinese mothers how much [Fonterra employees] care about the quality of the milk they are producing, they would be just as moved and be able to confidently place their trust in the safety of Anchor milk,” said Tim Cheng, chief creative officer of DDB Group Shanghai – the agency in charge of the campaign.
Launched four months after the tainted whey crisis in August 2013, the TVC – with shots of farmers lovingly bottle-feeding and kissing the animals – is a clear move to rekindle the public’s trust.
“The passion that Anchor has for nurturing its products is comparable to that of parental care. Every detail is closely looked into in New Zealand from the health of the cows and the grass they eat, to the packaged product that lands in the consumer’s hands,” said business development director of Fonterra China, Manoj Namboodiri.
“We make sure we have consistent delivery of the highest quality product.”
To really show its dedication to the new market, Anchor’s debut in China comes with a digital platform on its official website, Wechat account or Weibo – dubbed “Parents voice, Anchor listens” – whereby mothers born in the 70’s, 80’s and 90’s can discuss topics such as child education, nutrition and milk.
Selected content from 300 mothers will then be published in a book and will get a chance to win a family trip to New Zealand.
During the official launch event, the brand also invited celebrity mother Hu Ke to share her experiences into selecting milk products for their families.