Client: Eleven PR
Brand: Anchor
Industry: Beverage
Campaign: Anchor Zero Lactose
Locations: Across Auckland beaches โ ลrewa, Takapuna, Orakei, and Motuihe Island
Dates: 18th and 28th February, 1st March
Anchor Zero Lactose aimed to bring New Zealanders back to dairy without the stomach issues of regular milk. The goal was to build consumer confidence in enjoying their regular coffees, drive trial of the product and demonstrate that lactose-free milk can be just as satisfying as regular milk.
Success was measured by raising awareness of the product and giving consumers the confidence to choose lactose-free without compromise. The client aimed to sample 1,500 units across the Saturday and Sunday campaign.
Milk is a staple product and many consumers are creatures of habit. The key challenge was finding brand ambassadors who were confident engaging directly with the public, even in unpredictable environments like beaches. Staff needed the ability to educate consumers about a product that requires behaviour change, handle potential rejection and spark meaningful conversations โ all while working outdoors in varying weather conditions.
On Day 1, which was an influencer-focused day, ambassadors helped familiarise influencers with the product, allowing them to naturally share their experiences and help raise brand awareness.
We deployed a total of three highly skilled brand ambassadors across the campaign. All were experienced in direct consumer engagement and comfortable approaching anyone on the beach.
Our role included providing trained brand ambassadors capable of starting conversations, educating consumers and driving trial. Ambassadors were confident and proactive, ready to face all types of interactions in a public setting. Special skills included the ability to connect with strangers, convey product benefits naturally and maintain energy in outdoor conditions.
The campaign spanned multiple locations, with two being high-traffic beach areas:
Day 1: Ambassadors played a critical role in ensuring influencers had a seamless and enjoyable experience. They engaged attendees with beach activities such as volleyball and paddleboarding, ensured influencers were comfortable, guided them to the boats on time and made sure everyone enjoyed their time on the island. By maintaining high energy and providing a friendly presence, ambassadors helped create a positive, shareable experience that aligned with the brand's image.
Day 2 & 3: Ambassadors actively walked the beach, engaging beachgoers and inviting them to try Anchor Zero Lactose from a branded sea-legs boat. Even in bad weather, the team captured attention, encouraged trials, and maintained high energy levels. Standout moments included successfully interacting with hundreds of beachgoers despite adverse weather conditions and convincing hesitant visitors to try the product and experience the benefits firsthand.
The campaign demonstrated that with the right talent, even habitual consumers can be encouraged to try something new, building both brand awareness and trust in a product that changes the way people experience dairy.
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