Why is this work relevant for Media?

New Zealand is a nation of milk-drinkers and dairy farmers. However, cow’s milk consumption is falling and, in the run-up to Christmas, Fonterra approached us with a serious end-of-year sales target. At this time of year, retailers and consumers alike are under pressure, yet we were tasked to sell more milk at Christmas. Not only more milk, but the most expensive mass-market brand of milk: Anchor. We used our media presence to genuinely connect Kiwi families with one of the oldest Christmas traditions; an opportunity to bring parents and children together with milk. All while driving record milk sales.

Background

The fresh white milk Kiwis consumed by the gallon was no longer appealing. Alternatives like almond and coconut milk are perceived to be healthier and more interesting, growing at our expense. Anchor was a trusted brand, but relatively expensive, and attempts to stand out through product differentiation over the last twelve months yielding average results. Furthermore, parent brand Fonterra was facing serious financial pressure, and Anchor, the jewel in the crown needed to perform fast – with year-end approaching 2018 financial performance was under scrutiny. Our brief and objectives were clear: • Drive incremental sales of Anchor milk, halting category decline. • Increase share from 16.8% to 17.3% (a brand record). • Incremental sales of over 500,000 additional litres across the next six weeks.

Describe the creative idea/insights (30% of vote)

With Christmas starting its build from late October and still a month away, the commercial noise was already attracting cynicism. As an article in the New Zealand Herald put it “NZ Christmas is dominated by commercialism and relentless pressure on ever widening present lists. We are in a consumer-driven society. Children are watching TV and seeing what they want…and families really struggle to provide that.” This wasn’t focused at our category, it made our task harder. We needed to avoid ‘Christmas burn-out’, cutting through Christmas clutter. This also signalled an opportunity: many parents were sharing examples of moving away from commercialisation with their children: instead focusing on Christmas traditions and rituals, unifying with families across NZ, sharing across social media. This revealed our insight: in an era of Christmas pressure and commercialisation, parents are increasingly looking for more genuine opportunities to build memories with their children at Christmas.

Describe the strategy (20% of vote)

Increasing “milk occasions” is challenging in NZ. We knew people with children were more likely to engage in Christmas festivities: our biggest opportunity, and target audience, was families. This presented our opportunity to connect with parents, turning a time of stress into an occasion for bringing families together. This led to our strategy: re-establish the Kiwi Christmas tradition of leaving milk out for Santa. We’d need to re-establish the ritual in the minds of parents and children – with a declining product. We formed a layered approach to drive this: 1. Reframing milk as the real fuel for Santa: reminding NZ that milk’s the sustenance that keeps Santa going, through high-reach broadcast media channels. 2. Owning key Christmas moments and traditions: opportunities to deliver a lasting message by surrounding Christmas customs. 3. Modelling the desired behaviour: creating the sense that everyone was fuelling Santa across NZ, by using influential figures.

Describe the execution (20% of vote)

We implemented through each layer: 1. Reframing milk as Santa's fuel source • Partnering with TVNZ’s (our national broadcaster) Santa Tracker, to deliver reach. •Digital Content – targeting parents with content of Santa drinking milk and preparing for the lead-up up to Christmas. 2. Owning Christmas traditions Unable to afford events sponsorships, we found ways to surround them: Parades: We bought outdoor panels around Christmas parades; as the streets were crowded with people, our messaging was prominent •Partnerships: local bakery Moustache Milk and Cookies created an ‘Anchor Santa’ cookie, each “fuel pack” featuring an Anchor Christmas message, distributed across NZ. •Shopping: we activated in NZ’s largest shopping mall, distributing 2,000 Anchor fuel packs •Targeting parents shopping for kids’ gifts online, via online retailer TradeMe. 3. Modelling desired behaviour •High profile mums were sent Moustache milk & cookie sets, amplifying the partnership via their social media.

List the results (30% of vote)

As expected over the festive period, there were sales spikes from cream and custard. However to truly measure campaign effectiveness, we isolated these sales, focusing solely on milk. • Share growth from 16.3% to 17.8% (Anchor had never previously been above 17.3%) • Approximately $1.8m revenue (vs $1.4m target) – 612,280 additional bottles sold. • Delivered highest share lift of all milk across category. • ROI of 900%. We didn’t spend our way to that success: we delivered media value of 330% of actual spend, at the most expensive time of year. We re-energised the category and brought Kiwi families together at one of the most important times of the year.

Please tell us how you designed/adapted your campaign for the single country / region / market where it aired.

This campaign was 100%, conceived, planned and executed for the NZ market. The New Zealand Herald said it best when they said: “NZ Christmas is dominated by commercialism and relentless pressure on ever-widening present lists” This was reflective of a feeling across New Zealand, that some of our traditions are being eroded in the face of rising global commercialism. It was this feeling which we tapped into, to bring back the family ritual of leaving milk our for Santa. We used our media to reach family moments, provide entertainment, or to sample milk and cookies, rather than to shout a hard sell.