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Communicating a sustainability story in a trustworthy way

Well-placed with their sustainability strategy already, we are working with Anchor to bring their impact efforts directly to shoppers through an on-pack activation showing proven results.


As New Zealand's largest milk cooperative owned by 10,500 farmers, Fonterra Cooperative Group want to showcase the sustainability initiatives behind their Anchor brand milk products. Aware of the environmental challenges dairy represents, the brand is working to reduce carbon emissions – at scale – in their supply chain. In the first step towards communicating as an open business, we worked together to prove and share the credentials around reducing their carbon footprint, including through new plant-based packaging.

Working with

The Challenge

How to protect against claims of greenwashing

Anchor has recently launched a new plant-based bio bottle to help reduce their carbon footprint. Beyond switching the packaging to sustainably-grown sugarcane, they wanted to raise awareness of how they are working to improve their wider environmental impact. As a leading dairy brand, they recognise their impact and the need to communicate it in a credible way.

The Solution

An off-pack experience showing the full supply chain story

Working with the Anchor team, we assessed key impact statements they could make and the data requirements needed to back those up. There is complexity in communicating sustainability initiatives, but by using Provenance Proof Points, the team were able to develop a structured and evidence-based approach to talk about this work. It also went on to help support the Anchor marketing team with customer questions about the launch.

The Proof Points now serve as the evidence behind the sustainability initiatives in their Product Story, showing everything they are doing to reduce their carbon footprint. This is activated from QR codes on Anchor milk bottles distributed across New Zealand.

The Result

Communicating with customers as an open, honest brand

This is Anchor’s first step as they work to launch other key transparency initiatives. Being able to support their claims with evidence has given them the confidence to communicate across multiple touchpoints, including outdoor advertising and cafés. This means that even as an established brand, they can engage their customers in a new, more open way to drive long-term trust.

See the off-pack experience and how Anchor share this on their sustainability page.

  • Credibility

    By opening up about the work they’re doing to lower their impact with proven data, Anchor is bringing integrity to the things they say.

  • Assurance to reduce risk

    Bringing in verified, third-party data supports the brand in the marketing communications by being clear about the work they’re doing.

  • Brand Positioning

    Putting their sustainability efforts at the core of the marketing aligns with their purpose and raises the profile of New Zealand milk.

  • Anchor is proud to be a brand you can trust and it’s important to us that we’re open and honest about what we’re doing through our sustainability initiatives. Using the platform has meant that we can verify and share our sustainability claims and journey with our consumers in an open and transparent way.

    Lee-Ann Birch
    Marketing Manager, Fonterra Co-operative Group Limited

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