Strategy, TVC, Online video / Anmum / You've got this.
Fonterra wanted to launch its baby formula product Anmum to the New Zealand market, with a view to also launching it in China later in the year. A key part of their strategy was knowing that Chinese mums would carefully research Fonterra's baby formula online to make sure the product they're being sold is also being bought and consumed by New Zealanders. So we were tasked with creating a campaign of TVCs to launch the brand that would appeal to New Zealand parents, but also hit the right notes with Chinese parents too, so they'd know that Anmum is a truly Kiwi brand, loved by Kiwi parents.
I worked on the creative strategic insights and 'You've got this' tagline which were applied to Anmum globally, as well as the New Zealand concepts, tone of voice and TVC scripts.
We also created three behind-the-scenes videos to extend the online content, which you can see here. The idea was to reveal the real mums and dads of our TV ads coping with the challenges that come with being a parent on set.