Anchor has created a new campaign with Colenso BBDO to launch its new Anchor Protein+ range of products. The campaign continues to build on the Anchor brand platform, Go Strong, introduced early last year.
Anchor Protein+ comes as milk, yoghurt and a smoothie booster. And they've packed a lot of it into a 30 second launch ad. A voice over leads us through no less than 11 Protein+ product consumption scenarios in 30 seconds.
Says Steve Cochran, ECD, Colenso BBDO: "The brief asked us to introduce the complete range, show occasions throughout the day you might use it, and show reasons why you might need protein in your life. It made for a full and energetic ad."
The integrated campaign features television, radio, out-of-home, PR, digital and social content, and is complemented with numerous brand activations.
Says Otavio Carlos Leao Faccina, GM, Anchor: "Protein+ is an exciting new range for us under the Anchor umbrella. Research shows that protein is better consumed throughout the day rather than simply at the end of it. This range of products is to help ordinary kiwis to achieve exactly that."