A new New Zealand Christmas campaign from Fonterra milk brand Anchor champions seasoned athlete Santa Claus as the world’s greatest athlete.
The campaign for the Fonterra owned New Zealand multinational dairy co-operative, developed by creative agency Colenso BBDO, is based on the idea that Anchor has a long standing endorser/consumer partnership with seasoned, super human athlete Santa.
The festive marketing push is spearheaded by a commercial starring Santa in a remote location training hard for his biggest night of the year.
The campaign runs across the brand’s own social and digital channels, plus online placement and OOH sites across New Zealand and across the multi-channel campaign children can follow along with Santa on social to complete his training exercises.
It is further supported by a brand partnership with Moustache Milk & Cookies Bar: which sees a mobile food truck driving across the nation in a sample initiative where consumers can try Anchor milk with cookies given away from the food truck.
Another campaign strand is a tie-up between Anchor and TVNZ that brings to life this year’s ‘Santa Tracker’ and reminds families to leave out Santa fuel on Christmas Eve.
The initiative continues to focus on Anchor’s brand belief that diary nutrition gives strength that builds confidence to give anything a try. Indeed, the concept builds on the brand’s history of supporting people with the nutrition to fuel their own ambitions.
“Christmas Eve is always a really long night for Santa. This year, we’re revealing some of the magic that goes on behind the scenes at his place which make him so great,” explains Colenso BBDO creative director Natalie Knight.
“Given that New Zealand is his first destination, we’re encouraging everyone to leave out a cold glass of Santa fuel, to help him get around the planet.”
“Milk is an important part of Santa’s Christmas Eve ritual, so we wanted to show kids the positive impact their gift of Anchor milk makes,” continued Fonterra Group marketing manager Caroline Gray.
“We also love the idea of families being active and having fun together during the Christmas holidays. Everyone needs a healthy diet to reach their potential, especially young people who are still growing. We hope kids can see Santa as an example of someone fuelling their ambition, to quite literally take on the world.”
The campaign was created for a Fonterra team led by group marketing manager Caroline Gray, digital engagement executive Siobahn Brown and Annelise Hassall, by creative agency Colenso BBDO with production handled by Flare, sound design from Franklin Road, while media work was handled by MediaCom and PR by Mango.
Comment:
Not strictly a piece of sports marketing, but one that links seasonal joy and traditional to athleticism and the kind of dedication usually associated with sports stars.
From the NBA’s famous festive marketing (see ‘Commissioner Claus’ case study), to Under Armour’s ‘Armour Claus’ (see case study), positioning Santa Claus as a sports star and/or an athlete is a common Christmas commercial tactic and this campaign continues that tradition.
It might not be an entirely new, fresh idea, but then again, Christmas is all about traditions
Parent brand Fonterra has been notching up some notable sports campaigns and activations in recent months: none more so that its 2018 Asian Games ambush ‘Who Is An Athlete’ activity (see case study).
Links:
Anchor
https://www.anchordairy.com/nz/en.html
https://www.facebook.com/anchornz
https://twitter.com/AnchorGOSTRONG
https://www.youtube.com/channel/UC-9TwhcJz7lmU5Gy_kojjXw/featured
Fonterra
https://www.instagram.com/fonterra
https://www.facebook.com/Fonterra/
https://www.linkedin.com/company/6115/
Colenso BBDO
Leave a comment
You must be logged in to post a comment.