Fonterra created an innovative new product and tasked us with introducing it to the foodservice market as the ‘must have milk’ for the best barista brew in the business. The challenge was to gain credibility, and build equity in the Barista Milk name from the beginning. We saw the gaps where this challenge may have been most evident, and filled them. We developed a targeted activation at key distributor locations to undeniably prove that coffee and Anchor Barista Milk are made for each other. The testimonial response and sales growth was outstanding – as was the coffee. This launch campaign rolled out across packaging, press advertising, digital and video content.