Driving online conversation:​ Anchor Christmas send out 2023


As we approached the end of the year we wanted to find a quick and effective way to secure some earned coverage for Anchor to increase the brand’s visibility during the Christmas period. 

With the launch of its new Masterbrand campaign in late October it was a perfect way to keep the message of Made with Care – Anchor’s core positioning top of mind with local consumers.


The 2 litres Anchor Blue Top milk and the 500ml Anchor Fresh Cream packs featured a special Christmas bauble device with a QR code. When scanned the link took consumers to an e-recipe book filled with delicious Kiwi Christmas favourites. 


We sent 30 influencers with high reach across parenting, nutrition, foodie and lifestyle audiences an Anchor-branded chilly bin. Each bin was filled with Anchor products and all the ingredients they needed to make a Christmas recipe from the Anchor Holiday e-recipe book.

The bin also included a printed recipe card and a personalised Christmas message from the Anchor team.

Our intent was to ensure earned coverage – and that’s just what we got! 86% (25 of the 30) influencers posted stories, reels or static posts about the drop and shared how they and enjoyed the festive recipes.

Pieces of earned social coverage across stories, reels and static posts​
Reach ​ (earned)​
PR value​ (earned)​

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