With SKY Entertainment.
Anchor has partnered with creator Polly Markus of Miss Polly's Kitchen to bring cooking content into broadcast environments in a campaign via SKY and EssenceMediacom.
“At Anchor, our promise has always been to 'Make Weeknight Meals Amazing,' but we know that for many Kiwis, the reality of weeknight cooking can be a chore,” said Fonterra Oceania marketing & innovation director, Renee Milkop-Kerr.
“Polly’s cooking style – honest, generous, and absolutely delicious – aligns perfectly with what we stand for.
“By leaning into co-creation and partnering with talent who reflect how people cook today, we are showing that simple ideas can genuinely make everyday meals more enjoyable. It’s a fresh, engaging way to demonstrate the role Anchor can play in kitchens across the country.”
EssenceMediacom New Zealand managing partner Megan Smith said they don't just buy media; they drive business growth for clients through strategic innovation and powerful collaboration.
"This campaign is about embedding Anchor inside culture rather than advertising alongside it," Smith said.
"Taking a creator who resonates with younger, engaged food audiences and integrating her into a broadcast ecosystem is a breakthrough media idea that modernises how the brand shows up and stays relevant.”
The work brings Anchor’s Culinary range of cream, sour cream and cream cheese into the cultural conversation by pairing the brand with digital native creator Polly Markus, who has a combined social media following of almost 94,000 via her Miss Polly’s Kitchen channels.
“This partnership between Anchor and Polly Markus brings a fresh, digital-native energy to the advertising on Sky’s entertainment platforms,” said Sky Media strategist, Anna Lloyd.
“It’s a perfect example of how Sky can collaborate with brands like Anchor to co-create content that feels native to the talent while delivering massive scale across both linear and digital environments."
The campaign launched on January 26 and will roll out across Sky and NEON, NEON social, vertical social video across Polly and Anchor’s owned channels and YouTube.
“It was an absolute pleasure to work with such an iconic Kiwi brand and the super talented creator Miss Polly,” said The Story Co. Founder Belinda Innes.
“Anchor’s Culinary range provided a great canvas to create engaging and creative content that will hopefully send viewers running to stock up on their favourite ingredients and get busy in the kitchen to make their weeknight meals amazing!“
Credits:
Client: Fonterra, Anchor Culinary Team
- Renee Milkop-Kerr, Marketing & Innovation Director Oceania
- Stephanie Baker, Group Marketing Manager, Fonterra Oceania
- Laura Blewitt, Group Marketing Manager, Butter & Spreads Oceania
- Lana Blair, Group Marketing Manager, Cultured, Fonterra Oceania
- Natalie Kudryashova, Marketing Manager, Beverages
- Monique Farrell, Senior Brand Manager, Cultured
- Caroline Stedman, Senior Brand Manager, Mainland & Anchor Oceania
- Tyler Petersen, Brand Manager, Spreads
Talent: Polly Markus (@miss_pollys_kitchen and @pollymarkus)
WPP Media: Emily Scovell, Chief Strategy Officer
EssenceMediacom: Megan Smith, Managing Partner
SKY: Anna Lloyd, Media Strategist
The Story Co: Belinda Innes, Founder, Producer/Director
