Anchor is acknowledged as the best in the market by over 2,500 marketing professionals
Dubai, 27 December, 2011: Globally-recognised dairy brand Anchor has been awarded Superbrands 2012 status by the UAE council, cementing the brand's position in the Middle East FMCG market.
The leading New Zealand brand, whose parent company is Fonterra, the farmer-owned co-operative and largest processor of milk in the world, received the award thanks to the high-impact campaigns and exceptional activity over the past year.
The judges commented that utilising the strong New Zealand heritage, and ensuring consistency of message and visualisation across the communications mix both mainstream and instore, were deciding factors in the award nomination.
Kamal Gupta, Managing Director, Fonterra Brands Middle East Africa and CIS, says the Superbrands 2012 award completes an exceptional year for the brand: "This year we are celebrating Anchor's 125th anniversary, which is a considerable accomplishment in itself, but for the local team to be recognised for their commitment to innovation and visualisation across all levels of communication, only makes this year even more positive.
"It goes without saying that I am incredibly proud of the entire Anchor team for their hard work making our flagship brand stand out from the competition. I am confident about the future of Anchor in the region, and we will strive to continue to push the boundaries with our communication to the industry and consumers for many years to come."
The Superbrands organisation is acclaimed worldwide as being an independent authority and arbiter of branding excellence and is committed to paying tribute to exceptional brands and promoting the discipline of branding.
Since its beginnings in 1886, Anchor has been an iconic New Zealand brand, synonymous with milk and dairy innovation. Over 125 years later, Anchor is still focused on innovation and has grown into a leading dairy brand across the globe. Anchor butters, milk powders, natural & processed cheeses and whipping creams are already well-established amongst the food and beverage (F&B) industry in the GCC.
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About Fonterra
Fonterra is a global leader in dairy nutrition - the preferred supplier of dairy ingredients to many of the world's leading food companies. Fonterra is also a market leader with our own consumer dairy brands in Australia/New Zealand, Asia/Africa, Middle East and Latin America.
The farmer-owned New Zealand co-operative is the largest processor of milk in the world, producing more than two million tonnes of dairy ingredients, value added dairy ingredients, specialty ingredients and consumer products every year. Drawing on generations of dairy expertise, Fonterra is one of the largest investors in dairy based research and innovation in the world. Our 16,000 staff work across the dairy spectrum from advising farmers on sustainable farming and milk production, to ensuring we live up to exacting quality standards and delivering every day on our customer promise in more than 100 markets around the world.
Fonterra has spent more than US$50 million in the last decade to better understand osteoporosis and has also recently renewed its partnership with the International Osteoporosis Foundation. As its Regional Nutrition Sponsor, Fonterra will be continuing to work closely with IOF in the Middle East to raise awareness and increase education around the disease.
About Anchor
Since its beginnings in 1886, Anchor has been an iconic New Zealand brand, synonymous with milk and dairy innovation.
Over 120 years later ANCHOR is still focused on innovation and has grown into a leading dairy brand across the globe. It has a strong presence in New Zealand, Sri Lanka, Mauritius, Asia (including Philippines, Malaysia, Singapore and Taiwan), the Middle East (including Saudi Arabia, UAE and Bahrain) and the Pacific. In Malaysia, Singapore and Taiwan, ANCHOR is known as FERNLEAF.
Specialising in nutrition for the whole family, ANCHOR provides close to 24 million servings of dairy each day through a range of products that include powdered milk, ready-to-drink milks, yoghurts, cheeses and butter.
ANCHOR's nutrition credentials are provided by the Anchor Institute, an international network of dairy and nutrition experts that conducts and supports dairy nutrition research to improve the health of families around the world. It strives to develop new, nutritious and high-calcium dairy products that contribute to a healthy, balanced diet.
For further information contact:
Emma Jones
ASDA'A Burson Marsteller
Dubai, UAE
Tel: 9714 450 7600
e.jones@asdaa.com
© Press Release 2011
