New Fonterra ads draw scathing criticism

The new Fonterra ads have a retro feel not appreciated by all.
FONTERRA

The new Fonterra ads have a retro feel not appreciated by all.

 

Anti-dairy supporters are taking to social media to criticise dairy co-operative Fonterra and its latest marketing campaign.

The "Fresh Start with Dairy" campaign, which launched in the first week of January, includes a series of retro-inspired posters.

Richie McCaw features in Fonterra's ads speaking with various Fonterra farmers.
SCREENSHOT/FONTERRA

Richie McCaw features in Fonterra's ads speaking with various Fonterra farmers.

The company also features former All Blacks captain and Fonterra brand ambassador Richie McCaw in its television ads.

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Some have found the posters refreshing:

But many have used the launch of the new ads to criticise Fonterra on the environmental and animal welfare impacts of dairy farming.

Wellington writer and blogger Coley Tangerina​ tweeted: 

There have been instances of the posters being amended by the public:

 

And for those who can't have dairy:

"Globally, six billion people rely on dairy products as one of their most important sources of protein and energy. Yet 800 million still do not get enough food to live a healthy active life."

Last year the co-operative released a "Book of Commitments", which outlined and addressed the issues people often had with dairy.

In it, the company cites efforts such as managing freshwater quality on farms, reducing run-off, working with farmers to maintain high standards of animal welfare and developing renewables energy sources such as solar and geothermal while reducing reliance on coal.

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 - Stuff

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