Fonterra’s goal of becoming a in sustainability leader means it needs to tell a sustainability story in line with consumers’ values while also customising outputs to the nuances of different global markets.
More specifically, there was a need to understand creative and messaging expectations of consumers and how Fonterra should reach them with the right sustainability and provenance message, delivered in the right way.
Stage One – NZ-based desk and qualitative research to prioritise the Swords and Shields for both the Fonterra and Anchor brands and offer any initial creative execution guidance.
Stage Two – qualitative research in China, USA, Malaysia and NZ to prioritise and optimise different sustainability and provenance creative executions and territories.
NZ’s nature-based farming systems formed the bedrock of a global creative platform. The opportunity to tell Fonterra’s end-to-end sustainability story across B2B, B2B2C and consumer brands was clear.
The creative platform was articulated in more detail around its key pillars of Grass-fed, Animal Wellbeing and Methane Reduction. In addition, specific executional advice was provided, customised to different cultures and markets across taglines, scripts, imagery and messaging.
The project has fed directly into:
- The development of a global creative platform that demonstrates Fonterra’s unique link to NZ and reinforces their social licence to operate.
- Creative execution across social media assets, video scripts and Fonterra.com.
- On-farm process e.g. farm environment plans and other investments based on consumer demand.