Sustainability storytelling for the dairy category



Fonterra’s strategy to become leaders in sustainability means they need to tell their  ustainability story in line with consumers’ expectations and values, while also tailoring it for the nuances of different global markets.


A combination of qualitative research and ‘swords and shields’ analysis enabled Fonterra and its Anchor brand to prioritise and optimise different creative executions for sustainability and provenance, and in territories such as China, US, Malaysia and New Zealand. New Zealand’s nature-based farming systems allowed for articulation of more detail on the system’s key pillars of grass-fed livestock, animal wellbeing and methane reduction.


The project led directly into developing a global creative platform that demonstrates Fonterra’s unique link to New Zealand and its farming, and so reinforces its social licence to operate. This included creative execution across social media assets, video scripts and

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