Anchor Dairy is turning it out for the summer in the most memorable of ways: with an iconic new rebrand. As a New Zealand company that imports cheese to the U.S., Anchor Dairy’s new look is meant to be the natural next step in the company’s global growth, which Megan Patterson, Head of U.S. Retail Marketing, revealed is part of Anchor Dairy’s plan to become one of the best imported grass-fed, pasture-raised butter and cheese providers in the market.
“The decision to convert Mainland to Anchor Dairy within the U.S. market was derived from the fact that Mainland has been in the U.S. for close to 15 years with limited scale and cache. So, we wanted to strengthen the brand behind our cheeses and butters within the U.S. to help us scale and grow into one of the best imported grass-fed, pasture-raised products on the shelf,” Megan said. “In order to do this, we would need to speak to the U.S. consumer and clearly call out our differentiators by giving a nod to our homeland. The new U.S. specific pack does just that, and it has received nothing but positive praise across the industry as a result.”
Megan noted that the new packaging was inspired by the Zeal of New Zealand and designed with flavor and function in mind. The goal of the new packaging was to introduce Stateside consumers to New Zealand and how passionate Anchor Dairy is about its products and its homeland. To do this, the company updated the packaging to include a map of New Zealand, a nod to the New Zealand all blacks with a black circle on the front, and trendy #kiwifacts on the back. The Anchor Dairy team also made sure that each product was capable of standing out on its own on store shelves while also fitting together with its family of products.
“The entire process from start to finish has been unique. Our U.S. package is a complete departure from Anchor Dairy around the world. As a result, the U.S. vision required a bit of pushing out of our global comfort zone to get us where we are today,” Megan shared with me. “We were originally using a design team out of New Zealand that came to the table with decent options but nothing that showcased our brands the way it needed to be. I wanted to use a U.S. designer who truly understood how special this packaging needed to be, the U.S. dairy consumer, the dairy industry, and its trends, and who lived in the natural specialty space. Lauren Hayes and her team at SRW truly helped me pull the vision from my head and get it to leap off of the page and onto the package.”
Specifically, Megan explained that the packaging needed to be special in order to capture the essence of Anchor Dairy, including its sustainability initiatives and cared for cows—two practices that date back to the company’s origins in 1886.
“Anchor Dairy was founded in 1886 and still partakes in the same farmer-owned dairying practices that date back to a time when life was simple. In fact, much, if not all, of these practices are still present today,” Megan told me. “Our cows spend 300+ days roaming on pastures and enjoying the lush, green New Zealand grass, which provides our products with the very best ingredient base. Milk from grass-fed pasture raise New Zealand cows, thriving farmers, and the passion for our people is what drives our Pure New Zealand taste found in our products.”
To reflect this dedication to sustainability and simplicity, Anchor Dairy’s new packaging also provides a one-step process.
The new pack is available now on store shelves across the U.S. For more information on Anchor Dairy and its brands, check out anchordairy.com and its social channels @anchordairy.us. And for more stories on where deli, dairy, bakery, and specialty foods companies have been and where they are going, keep reading Deli Market News.