Anchor promotes new Anchor Protein+ range in latest integrated campaign via Colenso BBDO

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Screen Shot 2017-08-14 at 9.51.18 am.jpgAnchor has created a new campaign with Colenso BBDO to launch its new Anchor Protein+ range of products. The campaign continues to build on the Anchor brand platform, Go Strong, introduced early last year.

Anchor Protein+ comes as milk, yoghurt and a smoothie booster. And they’ve packed a lot of it into a 30 second launch ad. A voice over leads us through no less than 11 Protein+ product consumption scenarios in 30 seconds.

Screen Shot 2017-08-14 at 9.51.25 am.jpgSays Steve Cochran, ECD, Colenso BBDO: “The brief asked us to introduce the complete range, show occasions throughout the day you might use it, and showScreen Shot 2017-08-14 at 9.51.30 am.jpg reasons why you might need protein in your life. It made for a full and energetic ad.”

The integrated campaign features television, radio, out-of-home, PR, digital and social content, and is complemented with numerous brand activations.

Says Otavio Carlos Leao Faccina, GM, Anchor: “Protein+ is an exciting new range for us under the Anchor umbrella. Research shows that protein is better consumed throughout the day rather than simply at the end of it. This range of products is to help ordinary kiwis to achieve exactly that.”

The film was directed by Zia Mandviwalla of FINCH, music created by Mahuia at Franklin Road and stills captured by Alistair Guthrie.

Client: Fonterra – Otavio Faccina, GM Anchor, and Kevin Taffs, Marketing Manager

Creative Agency: Colenso BBDO

Production Company: FINCH

Director: Zia Mandviwalla

Media Agency: MediaCom

Shopper: Raydar

Activation & PR: Colenso BBDO