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Sharing the goodness of Fonterra Milk for Schools

Our Challenge

How can we help Fonterra promote its Milk For Schools initiative, which sees Anchor milk being delivered to over 145,000 Kiwi kids every school day? To date this has been fronted by All Blacks legend, Richie McCaw.

Our Story

Mooove over Richie, this year our star role went to school boy Blaze Petuha, who attracted “viral fame” for his video entry from last year’s promo. Blaze took the lead asking kids who they’d like to share the goodness of milk with from their community.

Launching with a suite of hero videos, we then captured ongoing content of our winners as they surprised their nominated person from the community and brought them back to school to enjoy the goodness of Anchor milk together. Oh, and not to forget Richie McCaw too.

Rep Z Points in brand advocacy
Above normal campaign recognition
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