New Zealand’s dairy brands spent decades telling us they were ours, and now they are not, so what is the one claim the brands Fonterra sold can no longer make?

goods · Milk and cheese · New Zealand owned · Launches when the non-compete ends · Concept

Marty Milk is the milk brand Fonterra could launch the day its non-compete with Lactalis is up.

I think it was a smart business decision to sell the brands to the French giant. But New Zealand milk and cheese brands have spent decades reminding local consumers, and the world, that they are New Zealand owned. Now they are owned by French billionaires and sovereign wealth funds, and that does not land well from a brand perspective.

Marty Milk could be the new anchor, and the wedge to market is exactly what the brands they sold no longer have: a genuine New Zealand-owned claim. I think people care. It reads as strange to me that the two old buggers in the Mainland ads now just remind me of French elites. It is the opposite world.

Brand story

Customer

Problem

How might we give New Zealand milk back a genuine New Zealand-owned claim, on the first day Fonterra is free to make it?

Unfair solution

Staying Marty Milk

Purpose

Core idea

Selling its consumer brands to Lactalis was a smart business decision. But New Zealand’s milk and cheese brands spent decades reminding us, and the world, that they were New Zealand owned, and now they belong to French billionaires and sovereign wealth funds. Marty Milk is the new anchor, and its wedge is the one thing the brands Fonterra sold can no longer claim.

Personality

Plain, local and unbothered. The opposite of the old buggers on the hillside who now remind me of French elites.

Ambition

Emotional positions

Key messages

New Zealand’s dairy brands spent decades telling us they were ours, and now they are not, so what is the one claim the brands Fonterra sold can no longer make?

Brand story

Thesis