Jenny Chan 陳詠欣
Dec 2, 2013

Fonterra turns Anchor milk from B2B product to consumer-facing brand in China

SHANGHAI - A large-scale integrated ‘We are parents too’ campaign by Tribal Worldwide has kicked off the official China launch of Fonterra's dairy brand Anchor, which the company previously supplied mainly to airlines, hotels and restaurants.

The New Zealand dairy giant joined competition in the local consumer-facing dairy market by launching its Anchor-branded UHT ultra-high-temperature milk. Apart from milk, cheese, cream, and butter products bearing the Anchor brand have been available in China for more than a decade.

Taking a sentimental approach four months after Fonterra's tainted whey crisis in August 2013, the campaign aims to resonate with Chinese mothers looking for high-quality imported full-cream fresh milk for their families....

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