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....

To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.

Existing users sign in here

Forgotten Password?

Having trouble signing in?

Contact Customer Support at
cs@haymarket.asia
or call+852 2122 5227

Membership

Why Subscribe?

  • Campaign Asia-Pacific online premium content* including in-depth monthly focus on key trends and industry issues
  • Unlimited website access*, and an archive of more than 70,000 articles
  • Regular value-added supplements including brand health checks, sector studies, ad critiques and research charts
  • Daily newsletters and breaking story alerts straight to your inbox
  • New weekly feature articles on the latest research, innovation and marketing trends
  • Be the first to hear about industry events

or call +852 2122 5227
or email subscriptions@campaignasia.com

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

Premium
Retailers should refocus on experiential retail amid uncertainties: PwC
Premium
8 hours ago

Retailers should refocus on experiential retail ...

The company's recommendations come amid its predictions of falling retail sales in Hong Kong and the mainland.

Premium
Haymarket extends coverage of business events into global brands Campaign and C&IT
Premium
9 hours ago

Haymarket extends coverage of business events into ...

Haymarket Media is fully integrating CEI into the Campaign and C&IT brands.

Premium
How YouTube helped Decathlon drive personal ads at scale
Premium
9 hours ago

How YouTube helped Decathlon drive personal ads at ...

CASE STUDY: The sports retailer wanted to get more from its video ads, and sought to increase their personalisation and relevance.