AUCKLAND, Today: Anchor is stepping into screens and feeds alike with a new campaign alongside Sky and Miss Polly’s Kitchen creator Polly Markus, blending influencer cooking content with premium broadcast placements.
Rather than standard ads, the idea tackles a real dinner dilemma, helping Kiwis upgrade simple meals using easy flavour tricks while repositioning Anchor’s Culinary range as everyday kitchen heroes.
Created by EssenceMediacom, ‘Make Weeknight Meals Amazing’ flips influencer marketing norms and signals a fresh push to connect with younger audiences.
The content pairs Anchor cream, sour cream and cream cheese with Markus, whose Miss Polly’s Kitchen channels reach nearly 94,000 followers across social platforms.
Instead of staying online, Markus appears on Sky in an edutainment series, including longer cook-along segments that show how Anchor ingredients can lift everyday dishes.
Renee Milkop-Kerr, Marketing & Innovation Director Fonterra Oceania said, “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.
“This partnership between Anchor and Polly Markus brings a fresh, digital-native energy to the advertising on Sky’s entertainment platforms.” – Anna Lloyd, Sky Media Strategist
“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.”
Megan Smith, EssenceMediacom New Zealand Managing Partner said, “We don’t just buy media; we drive business growth for clients through strategic innovation and powerful collaboration. This campaign is about embedding Anchor inside culture rather than advertising alongside it.
“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.”
Anna Lloyd, Sky Media Strategist said, “This partnership between Anchor and Polly Markus brings a fresh, digital-native energy to the advertising on Sky’s entertainment platforms.
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.”
Belinda Innes, The Story Co. Founder says, “It was an absolute pleasure to work with such an iconic Kiwi brand and the super talented creator Miss Polly. 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!“
Launched January 26, the campaign rolls out across Sky, NEON, NEON social, vertical video on Anchor and Polly’s channels, plus YouTube.
CREDITS
Client: Fonterra, Anchor Culinary Team
Marketing & Innovation Director Oceania: Renee Milkop-Kerr
Group Marketing Manager Fonterra Oceania: Stephanie Baker
Group Marketing Manager Butter & Spreads Oceania: Laura Blewitt
Group Marketing Manager Cultured Fonterra Oceania: Lana Blair
Marketing Manager Beverages: Natalie Kudryashova
Senior Brand Manager Cultured: Monique Farrell
Senior Brand Manager Mainland & Anchor Oceania: Caroline Stedman
Brand Manager Spreads: Tyler Petersen
Talent: Polly Markus (@miss_pollys_kitchen and @pollymarkus)
Chief Strategy Officer WPP Media: Emily Scovell
Managing Partner EssenceMediacom: Megan Smith
Media Strategist SKY: Anna Lloyd
Founder Producer/Director The Story Co: Belinda Innes
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