AUCKLAND, Today: Integrated comms agency Pead – working alongside production house Swish, media agency MediaCom, and shopper specialists Raydar – has launched Anchor’s Christmas campaign.
This year the brand has switched strategies – launching a seasonal appeal to benefit the NZ Food Network.
The appeal aims to help feed 15,000 New Zealanders this Christmas, following research that shows one in five Kiwis at risk of going hungry.
The Food Network is a national food charity that will fill and distribute Christmas food hampers to families in need.
Acting as a centralised distribution point that gets food to where it’s needed most, the charity has a far-reaching ability to connect food donors and food hubs – stretching from Invercargill to Kaitaia.
As the impact of Covid-19 continues to unfold, NZFN says the numbers will rise, placing an unparalleled level of demand on food charities across the country.
“Anchor reimagined ’Twas the Night Before Xmas, changing out the fairytale narrative for a story that sheds light on food poverty.”
To help bring the appeal to life, Anchor has reimagined the classic Christmas poem ’Twas the Night Before Christmas, changing out the fairytale narrative for a story that sheds light on the issue of food poverty for New Zealanders.
The poem has been released as a hero digital asset a new set of lyrics and charts the impact that donations – big or small – can make this year. It can be viewed here.
The creative was devised and led by Pead, with Laura Sargisson appointed as director, and Swish managing production.
The campaign includes a robust PR and media relations strategy; influencer engagement; media spend across online, social and radio; in-store presence and POS; significant internal communications support from Fonterra; and an on-ground activation in December that will see Anchor-branded lorries distribute food parcels across New Zealand.
Fonterra group marketing manager Katie McCluresaid: “Anchor has been a proud New Zealand business for 134 years and this Christmas, when people are struggling more than ever, we want to spread some good cheer.
“I would like to thank the Fonterra Brands marketing team and our agency partners for their phenomenal efforts.”
“Xmas marketing has delivered many memorable brand moments – from John Lewis’ Man on the Moon, through to NZ Post’s Sweet Little Lies.”
Pead director of integrated strategy Kelly Grindle said: “When we were first briefed on developing a Christmas campaign for an iconic Kiwi brand like Anchor, we were ecstatic.
“Christmas marketing has delivered some of the most memorable brand moments – from John Lewis’ Man on the Moon, through to NZ Post’s Sweet Little Lies.
“We’re particularly proud that a PR agency has been trusted with a campaign of this scale – and hope our unique perspective on delivering brand building work that delivers a tangible benefit to our community, is a winning formula.”
Food hampers created for the appeal will include items to create a “delicious, balanced Christmas spread for a family of four, including a ham, fresh vegetables and fruit, Weet-Bix, fresh milk and cream, cheese, custard and cream, and some sweet treats”.
The hampers will be delivered to charities across the country from December 21.
New Zealand Food Network’s fellow partners – including T&G Fresh, Sanitarium, and Griffins – are helping subsidise the cost of these hampers – meaning a $25 donation from the public will help feed a family of four at Christmas, despite the hamper holding more than $110 in retail value.
Anchor has donated $100,000 retail value in dairy products including milk, cream, custard, cheese and butter to kickstart the appeal.
- Make donations here: www.anchor.co.nz/christmasappeal
- See also wearepead.co.nz
CREDITS
Client: Anchor, Fonterra Brands
Marketing Director: Mike Boness
Group Marketing Manager: Katie McClure
Marketing Manager: Lee-Ann Birch
Senior Brand Manager: Natalie Kudryashova
Digital Marketing Specialist: Aimee Center
Shopper Marketing Manager: Jake McKay
Creative & PR: Pead
Director: Kelly Grindle
Account Director: Jacqui Kenna
Senior Creative & Content Manager: Duncan Killick
Account Manager: Eden Martin
Senior Account Executive: Lucy Houghton
Production: Swish
Swish Directors: Andy Day, Stevie Oxton
Director: Laura Sargisson
Producer: Georgia Taylor
DOP: Ray Edwards
Editor: Clara N’Diaye
Composition: Mike Newport
Colourist: Tom Meres
Soundmix: Envy Studios
Media: MediaCom:
MediaCom: Jay Drew, Harriet Bews
Shopper: Raydar:
Raydar: Alice Lipski
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