Green to Gold Campaign

Green to Gold Toolkit

At Anchor Food Professionals, we’re proud to offer a grass-fed butter that’s not only delicious but also made using New Zealand’s more natural farming practices. Green grass, golden butter, inspiring performance.

In this toolkit

Activation Materials
Pre Launch
Launch
Mid Campaign
Educational

The Green to Gold campaign educates food service professionals about the yellow colour of our butter and its connection to grass-fed cows.

To help bring the story to life, we have developed a ready-to-go Campaign Toolkit of digital and print assets. The toolkit is designed to make it easier for global in-market communications teams to localise the assets to suit their market audiences across their regional social channels. This is a social and digital-led campaign, that incorporates B2C elements of print collaterals.

Green to Gold is a 12-week campaign, consisting of 3 phases; Launch, Mid Campaign and Educational. It is a multi-prolonged media approach, utilising social media, trade ad placement, on-pack stickers, pragmatic paid media, distributor sheets, and in-store materials such as posters, wobblers and tent cards.

For more information, please get in touch with anchorfoodprofessionals@fonterra.com.

All of the assets in this campaign are tagged with the campaign name, asset type, and stage of the campaign – allowing you to filter the search by typing “Green to Gold” & “Social Media".

Activation Materials

Access these materials to learn all about how you can leverage the Green to Gold campaign across your channels. We have a playbook available here, that will take you through the campaign roll out.

Green to Gold Campaign Playbook

Green to Gold Campaign Launch Pack

Pre Launch

In advance of the launch, we encourage you to work with your customers, to see if they have capabilities to add stickers to our butter packs. The sticker features a QR code that leads to our traceability programme at Fonterra. Alternatively, we can use this QR code to lead to the “Why is my butter yellow?” page on Fonterra.com for more information.

On Pack Sticker - English

A sticker to be included on butter packs, contains a QR code that links to the “Why is my butter yellow?” web page OR traceability of where the butter batch has come from.”

On Pack Sticker - Korean

A sticker to be included on butter packs, contains a QR code that links to the “Why is my butter yellow?” web page OR traceability of where the butter batch has come from.”

Launch

The launch section of this campaign incorporates a number of channels for maximum impact & reach. We are leveraging; Paid Digital ads, Trade Magazines, Posters, Wobblers + Tent cards & Social media assets to introduce our key messaging; grass fed cows result in golden butter.

G2G Paid Digital Ads

Green to gold Paid Digital Ads. Suitable for paid programmatic placement.

Trade Magazine Advert

We have developed two versions of a trade magazine advert. We would like you to place the advert in your local trade magazines.

G2G Social Media Assets

Green to gold Social Media Hero Tiles. Suitable for Instagram, Facebook and LinkedIn. Aspect ratio: 1x1.

Wobbler & Tent Card

Please share these with our customers. They can be printed in market and distributed – to be put on shelves. This is a B2B2C asset.

Consumer Facing Posters

These are to be printed in market and given to distributors to give to customers, which can be put up in the windows or on walls of their food service business. This is a B2B2C asset.

Customer Facing Posters

These are to be given to our distributors and partners to educate them on the campaign and what the messaging means. This will help support any enquiries that they have, off the back of the campaign.

Mid Campaign

Our Mid campaign section is all about building on the messaging from the launch to hone-in on our key messages via social media and consumer facing posters.

G2G Social Media Assets

Green to gold Social Media Hero Tiles. Suitable for Instagram, Facebook and LinkedIn. Aspect ratio: 1x1.

Consumer Facing Posters

These are to be printed in market and given to distributors to give to customers, which can be put up in the windows or on walls of their food service business. This is a B2B2C asset.

Educational

Our education section is the final phase of this campaign. It’s an opportunity for us to dive deeper into the science behind this campaign to deeper educate our customers.

Editorials

We have developed two A4 Editorials for the educational phase and would like you to distribute these to suitable distributors and retail stores.

Educational Poster

These are to be printed in market and given to distributors to give to customers, which can be put up in the windows or on walls of their food service business. This is a B2B2C asset.

Educational Social Media Posts

Green to gold Social Media Hero Tiles. Suitable for Instagram, Facebook and LinkedIn. Aspect ratio: 1x1