Anchor’s all black bottle turns the white aisle black in latest campaign via Colenso BBDO

Anchor recently re-ignited its partnership with the All Blacks – 80 years since they partnered with the men in black on their 1935 overseas tour.

The campaign, via Colenso BBDO Auckland, launched with an emotive 45-second spot that highlighted the significant contribution farmers, and farming, have made to the national game, and the nation’s legendary produce.

VIEW THE SPOT

Anchor has now released a limited edition run of 4 million numbered 2L all black bottles to help Kiwis enjoy a pint of Anchor goodness on game day.

The campaign also launches Anchor’s new position #gostrong which will live across all campaigns.

Farming produced a legendary crop of players: George Nepia, Sid Going, the Clarke brothers and Colin ‘Pinetree’ Meads to name just a few. Farmers all. In the spot, archive material featuring farming All Blacks is mixed with new footage to complete the story.

Andy Blood, the Creative Director at Colenso BBDO behind the campaign, explained why this is a story that deserves to be told: “Having now been privileged to work on nine All Blacks campaigns since 1999, it was important to help find an All Blacks story less-told. And telling Anchor’s story, which is so deeply entwined with the team, allowed us to do just that – and at a time when farmers need all the acknowledgement and support for their hard work that they deserve.”

Adds Anna Gestro, Fonterra Brands NZ marketing manager (Anchor): “The ad shows how lots of long days and hard yakka were the making of our dairy industry, and our other world famous exports – rugby players.”

The campaign will run on TV, in online video, OOH, and across social media.

Client: Fonterra Brands New Zealand

Fonterra Marketing Manager: Anna Gestro