Anchor Families Disrupting habitual purchase of milk, driving brand preference in a Private Label dominated category Page 1 Confidential to Fonterra Co-operative Group
• Each unique code enters you into the draw for weekly prizes • But if you want to increase your chances of winning the $200k prize, you need to grow your family • Each unique code will enable you invite one person to your family Number of Number of Chances to win unique codes family members Page 2 Confidential to Fonterra Co-operative Group
Anchor Families Campaign Concept Supporting POS CONCEPT: • Grow your Anchor Family and be in to WIN a share of $200,000 plus 15 chances to score $1,000 every week, for 12 weeks MECHANIC: • Simply buy any Anchor milk, peel and reveal the unique code then enter online at anchorfamilies.co.nz to start growing your Anchor Family • Every code entered gives you an entry into the weekly cash draw • To have a chance to win the major prize, grow your Anchor Family – each family member boosts your chances as entries multiplied by the number of family members • Ability to “pay it back” by creating a family pledge for the main prize to a group, charity or organisation • Ability to enter weekly draw via SMS Unique code on reverse of back label Page 3 Confidential to Fonterra Co-operative Group
Anchor Families- POS Suite Fridge Frame Wobbler Shelf Strips
Anchor Families Activation Week Week Amplification Retailer Media CD Extra Support NW/PNS Extra Support # Commencing 1 16 March OneCard &Fly Buys Promo Mailer Banners/CD Target second site display (linked Target Second sites Online Banner to store incentive) 2 23 March OneCard &Fly Buys Promo Retailer Facebook post & prize 3 30 March OneCard &Fly Buys Promo Tile in weekly NW eDM(TBC) 4 6 April OneCard &Fly Buys Promo 5 13 April OneCard &Fly Buys Promo Mailer Banners Target Second sites 6 20 April OneCard &Fly Buys Promo Tile in weekly NW Feature in mailer Target Second Sites of / Protein + Bonus eDM(TBC) Buy any 2 Protein + get a free Protein + Calciyum 250ml (TBC) 7 26 April Retailer Facebook post & prize 8 4 May Anchor Lite Bonus (MFS Theme) 9 11 May Target second site display (linked to store incentive) 10 18 May Calci + Bonus Tile in weekly NW Feature in mailer Target Second Sites of eDM(TBC) Buy any 2 Calci + get a free Calci + Anchor Greek 180g (TBC) 11 26 May 12 1 June Final Weekend Bonus
Must be Milk Driving brand preference through differentiated, emotive, benefit-led messaging Page 6 Confidential to Fonterra Co-operative Group
Where have we come from? The Dairy Expert 2010 2011 2012 2013 2014 Communications over the past few years have focused on the differentiating factors of Anchor milk, cementing ourselves as the dairy expert Page 7 Confidential to Fonterra Co-operative Group
Where are we heading? dairy expert We’re on a journey to champion the consumer benefits of milk, driving consumption and brand dairy preference for Anchor milk champion Business Objectives Repeat Purchase Brand Love Volume 1mil incremental litres to Anchor Increase repeat rate from 57% to 70% Increase brand love from 27% to 32% Communication Objective Develop a new platform to drive brand preference through a long term campaign platform that balances familiarity and disruption to deliver differentiated , emotive , benefit-led messages as close to the purchase moment as possible Page 8 Confidential to Fonterra Co-operative Group
The first stage of the campaign will run from January to July in 2015 “Must be Milk” is a disruptive, emotive campaign that champions the consumer benefits of milk 3 mini-campaigns running from 25 th January – July 2015 • Strong teeth • Muscle development • Healthy hair Hero variants • Anchor Lite • Anchor Protein+ • Anchor Calci+ Page 9 Confidential to Fonterra Co-operative Group
This platform has longevity, with the option of working across multiple benefit-areas Potential Future Messaging: Vitality Sleep Growth Breakfast Bones Page 10 Confidential to Fonterra Co-operative Group
And it’s just the start of our new journey for Anchor Q1 - Aug Q2 - Nov Q3 - Feb Q4 - May F16 Masterbrand Anchor as a Masterbrand: an emotionally engaging communications campaign that demonstrates Anchor as a champion archetype....currently in development Milk NPD; Focusing on driving value in the category, trading shoppers into branded offerings Product Create Value in Milk; Must be Milk is a disruptive, emotive campaign that champions the benefits of milk by talking to “potential” of families Consumer Promotion Shopper Disruption: Anchor Families will incentivise purchase of Anchor milk, creating a long-term, habitual behaviour change and adding excitement to the chiller Page 11 Confidential to Fonterra Co-operative Group
Protect Grow Switch current Mega Bring back historic Mega Broaden Protein+ appeal consumers to Protein+ consumers March-June November January/Febraury TV, Print, Outdoor, Digital, In store POS, Digital, Healthy Food Guide Activation at Weetbix TRY-athlons Launch Protein+ 1L pack format More detail to come $600k rate card Page 12 Confidential to Fonterra Co-operative Group
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