Anchor awarded ‘Superbrands’ status in the UAE

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 125^th 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.