Fonterra launches Anchor brand in China

New Zealand diary company Fonterra has launched Anchor milk in China.

The launch comes four months after the company was hit by a health scare and recalled its products from China, its biggest export market.

The campaign, created by Tribal Worldwide Shanghai, launches with the line ‘Anchor, we are parents too’, with the intention of convincing Chinese mothers of the high quality of imported milk products.

The ad features a family of farmers in New Zealand lovingly tending to their herd of cows.

“While we were in New Zealand, we were deeply touched by the obvious passion that Fonterra farmers and employees have for their cows and their product. We knew if we could show Chinese mothers how much they 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 campaign also has a digital element, with a website and a Weibo page.

It also includes the “Parents voice, Anchor listens”, a platform where Anchor will propose issues on a topics covering child education, nutrition and milk, and mothers can also share their experiences. Content from that will be published called the Parenting with Nutrition Milk book, which aims to become a household almanac for Chinese families.

China, which imports most of its powdered milk from New Zealand, put in place a temporary ban on the import of the ingredient in August after a botulism scare.


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