APPIES 2018 Winning Campaign: Say Cheese with Anchor Twist

May 16, 2018

Fonterra’s Anchor Dairy collaborates with APD Kuala Lumpur for a cheesy Malaysian twist 

Challenge 
When Anchor made its debut in Malaysia, the brand was introduced as the chef’s preferred choice.
Anchor wanted to take on a different approach, to get Malaysian moms to use Anchor cheese in their cooking. However, the market was already saturated with many other brands. So how does Anchor stand out?
Anchor Twist campaign roll-out 
With mums as the core audience, Anchor capitalised on a trend of adding cheese to local dishes to help mums turn ordinary dishes extraordinary with Anchor cheese and butter.
To bring this message to fruition, APD Kuala Lumpur worked alongside Red Films to create a series of digital videos for Facebook and YouTube, showcasing new recipes in a quirky and unconventional way. These two platforms were used as that was where the target audience spent most their time on.

The first recipe video features a spin on one of Malaysia’s local favourites: the Popiah Pisang Goreng Cheese. The recipe is shared via an original score sung by Takahara Suiko, lead singer of the ‘Venetian Solitude’.
Results 
The results proved impressive. In just one week, the music video garnered over a million views. By the end of March, the music video had amassed over 4 million views. It resulted in an increase of Anchor overall market share by 6 points to 21% on year to date basis. This also led to Anchor winning Gold at APPIES Malaysia 2018.
To sum it up, it’s truly tastier with Anchor Twist!

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