Driving online conversation:​ Anchor Christmas send out 2023

Overview:

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. ​

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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.​

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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.​