Anchor Families Disrupting habitual purchase of milk, driving brand - - PowerPoint PPT Presentation

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Confidential to Fonterra Co-operative Group

Anchor Families

Disrupting habitual purchase of milk, driving brand preference in a Private Label dominated category

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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 unique codes Number of family members Chances to win

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Confidential to Fonterra Co-operative Group

Anchor Families

Campaign Concept

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

Supporting POS

Unique code on reverse

• f back label

Anchor Families- POS Suite

Wobbler Fridge Frame Shelf Strips

Anchor Families Activation

Week # Week Commencing Amplification Retailer Media CD Extra Support NW/PNS Extra Support 1 16 March OneCard &Fly Buys Promo Mailer Banners/CD Online Banner Target second site display (linked to store incentive) Target Second sites 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 / Protein + Bonus Tile in weekly NW eDM(TBC) Feature in mailer Buy any 2 Protein + get a free Calciyum 250ml (TBC) Target Second Sites of Protein + 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 eDM(TBC) Feature in mailer Buy any 2 Calci + get a free Anchor Greek 180g (TBC) Target Second Sites of Calci + 11 26 May 12 1 June Final Weekend Bonus

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Confidential to Fonterra Co-operative Group

Must be Milk

Driving brand preference through differentiated, emotive, benefit-led messaging

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Confidential to Fonterra Co-operative Group

Where have we come from?

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 The Dairy Expert

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Confidential to Fonterra Co-operative Group

Where are we heading?

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

Volume

1mil incremental litres to Anchor

Repeat Purchase

Increase repeat rate from 57% to 70%

Brand Love

Increase brand love from 27% to 32%

Business Objectives

dairy expert dairy champion

We’re on a journey to champion the consumer benefits of milk, driving consumption and brand preference for Anchor milk

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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 25th January – July 2015

• Strong teeth
• Muscle development
• Healthy hair

Hero variants

• Anchor Lite
• Anchor Protein+
• Anchor Calci+

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Confidential to Fonterra Co-operative Group

This platform has longevity, with the option of working across multiple benefit-areas

Vitality Sleep Growth Breakfast Bones

Potential Future Messaging:

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Confidential to Fonterra Co-operative Group

And it’s just the start of our new journey for Anchor

Create Value in Milk; Must be Milk is a disruptive, emotive campaign that champions the benefits of milk by talking to “potential” of families Anchor as a Masterbrand: an emotionally engaging communications campaign that demonstrates Anchor as a champion archetype....currently in development

Q1 - Aug Q2 - Nov Q3 - Feb Q4 - May F16

Masterbrand Product Consumer Promotion

Shopper Disruption: Anchor Families will incentivise purchase

• f Anchor milk,

creating a long-term, habitual behaviour change and adding excitement to the chiller Milk NPD; Focusing on driving value in the category, trading shoppers into branded

• fferings

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Confidential to Fonterra Co-operative Group

Switch current Mega consumers to Protein+ Bring back historic Mega consumers Broaden Protein+ appeal

Protect Grow

November POS, Digital, Healthy Food Guide January/Febraury Activation at Weetbix TRY-athlons March-June TV, Print, Outdoor, Digital, In store Launch Protein+ 1L pack format

$600k rate card

More detail to come