As part of a broader masterbrand campaign launch this activity had an important part to play, encouraging kiwis to participate with the brand and helping them understand the new positioning - the launch of ‘go strong’; a new platform encouraging New Zealander’s to champion the bravery to give it a go. The belief that the nutrition in dairy builds physical and mental strength giving Kiwis the courage to get out there and ‘go strong’.

We needed nationwide brand activity, for a tiny $300k budget, that demonstrated this positioning and effected people in their communities, helping to substantiate the wider campaign launch comms.

The objective was to educate parents, and their kids about the nutritional benefits of milk, and keep Anchor top of mind. The brief target was parents with kids, we then refined that to parents with kids 3 – 12.

X-Ray Casts is a campaign for kids, it turns ordinary casts into mini billboards for Anchor milk and is a vehicle for parents to educate their children around the importance of calcium in their diet.

Patients uploaded their X-ray to our website. We then created bespoke vinyl stickers of their actual break and posted a pack out to them within 24 hours.

The pack contained a super tough sticker that showed their actual X-Ray and had a barcode that could be scanned at supermarkets, giving them free Anchor Calci+ milk throughout their entire healing process.

Once the cast has been transformed into an X-Ray Cast, the conversation around their broken bones do too, importantly bringing Anchor to the forefront.

In a media partnership with hospitals and emergency rooms across the country we created posters, leaflets and digital screens that spoke directly to the audience offering help precisely when they needed it.

Patients uploaded their x-ray to our website. We then created bespoke vinyl stickers of their actual break and posted a pack out to them within 24 hours.

The pack contained a super tough sticker that showed their actual x-ray and had a barcode that could be scanned at supermarkets, giving them free Anchor Calci+ milk throughout their entire healing process.