New Fonterra ads draw scathing criticism
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.
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:
Some unexpectedly handsome posters for Fonterra are around the city now. pic.twitter.com/4mbIJeBdx1— Thomas Le Bas (@thomaslebas) January 2, 2017
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:
Cool that @Fonterra is doing retro-inspired marketing. I wonder if they'll bring back that 70's classic 'being able to swim in our rivers'.— Rose Quartz (@ColeyTangerina) January 6, 2017
They were not alone in their criticism:
Awkward - given how much they've spent on them - that there's a typo in the @fonterra ads. Cool Again? I think they meant Coal Again— Aaron Hawkins (@CrAaronHawkins) January 6, 2017
Theory: Fonterra are heavily advertising their products to the NZ people to buttress for when the penny drops about the environmental costs— Jords (@jgmccl) January 5, 2017
There have been instances of the posters being amended by the public:
And for those who can't have dairy:
As someone who is lactose intolerant I am loving Fonterra's new ad campaign pic.twitter.com/MegNdCyNWX— disasteradio (@disasteradio) January 2, 2017
Fonterra chief operating officer in global consumer and foodservice Jacqueline Chow said the campaign was designed to promote the goodness of dairy.
She said dairy was a part of the solution to malnutrition, but its image in New Zealand was being affected by "dietary fads and special interest groups".
"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.