29th August 2011
Iconic Kiwi Brand Anchor Celebrates 125 years of Growing Families
Anchor, one of New Zealand’s oldest and most iconic brands, is celebrating its 125th birthday by giving Kiwis the chance
to win one of ten family reunions.
Over the years Anchor has become well-known for its emotive, ‘close to home’ marketing including the unforgettable
Anchor family, which became an everyday part of New Zealanders’ lives for eight years during the 1990s. Divorced parents
Phil and Donna, and their daughter Sam, had a profound impact on New Zealand, and this year they are reuniting to help
Anchor find ten deserving Kiwi families.
Anchor has always been a family brand, but ever since the soap-style ad campaign captured the hearts of Kiwis, the
association between the brand and New Zealand families has been unquestionable – so to reunite ten families seemed the
perfect way to celebrate Anchor’s 125th birthday, says Anchor’s Craig Irwin.
“Anchor’s success over the years has been built with the support of so many Kiwi families, and this, as well as the
brand’s proud New Zealand legacy, continues to define Anchor today. We wanted to recognise the support of all New
Zealanders and thought what better way to do it than to bring loved ones together to enhance those special family
moments,” says Mr Irwin.
Anchor is calling for all New Zealanders to tell their story, expressing why their family should be reunited at www.anchor.co.nz. Kiwis will then be able to vote on their favourite stories and finally, the original Anchor family will decide which
families will win their very own reunion in November 2011.
“Every Kiwi has grown up with Anchor in the kitchen and as a brand it represents so many good things, including quality,
the trust Kiwis can place in its products, and the pride all New Zealanders should feel towards the brand. It’s a good
old-fashioned Kiwi success story – dairy products made here at home and sent around the world for everyone to enjoy. We
want to celebrate our birthday with our fellow New Zealanders,” says Mr Irwin.
Anchor has also produced a limited edition centenary Mr Vintage t-shirt based on the original milk run t-shirts worn by
milkmen in the eighties, and a commemorative half pint jug. The t-shirts are available at www.mrvintage.co.nz, as of Thursday 1st September, and the jugs will be on auction at Trade Me with proceeds going to the 2011 Red Cross
Christchurch Earthquake Appeal (www.trademe.co.nz).
Background
The Anchor brand was created in 1886 when entrepreneurial Cornish famer, Henry Reynolds established a tiny factory in
Pukekura, near Cambridge, with the goal of making quality butter. Needing a ‘marque’ for his product he is said to have
chosen the Anchor from a tattoo on the arm of a former sailor who worked on a farm supplying his factory. The first year
of production produced 100lbs (45kg) of export butter from the milk of 400 cows.
Since its inception, Anchor has played a key role in people’s everyday lives. Whether its milk, butter, cream or
spreads, Anchor graces the tables of families around the globe. Anchor has just launched the new Anchor Dairy Blends
which are packaged to match Anchor milk. The Anchor butter packaging is also set to relaunch into Anchor’s fresh new
look in the very near future.
ENDS