Anchor Helping Ethiopian Children Reach Their Full Potential – (press release)

Anchor Helping Ethiopian Children Reach Their Full

Anchor has launched a new consumer
campaign in Ethiopia to help local children reach their full

Anchor entered the emerging Ethiopian market in
August last year with Anchor Fortified Milk Drink, a milk
powder developed by Fonterra and the Food and Nutrition
Society of Ethiopia to provide children with essential
nutrients they may be missing from their daily diet.

as part of a brand-awareness programme, Anchor is giving
away 100 school savings accounts to help pay for a year’s
worth of school fees.

Fonterra Ethiopia’s General
Manager, Zeco Kassim, says the campaign is a great way for
Anchor to give children the best opportunity to get

“Nutrition and education work hand-in-hand and
are key building blocks for young children looking to fulfil
their potential in life. That’s why we’ve focused our
consumer campaign on helping young children get the right
nutrition and access to education.

“Even though
significant progress is being made, access to quality
education remains one of the challenges that we face here in
Ethiopia, and this campaign is about us playing our part to
help bridge the gap for these children,” said Zeco.

ten months following its launch, Anchor is now the number
two milk powder brand in Ethiopia which has a population of
close to 100 million people and is the fastest growing
economy in the world.

One of the lucky winners of the
school savings account is Asmeret Tesfaye whose son is three
years old. “I always want to give my son the best of
things and that’s why I give him Anchor Fortified Milk
Drink. I’d like to thank Anchor for making my son a
winner,” said Asmeret.

The campaign not only gives
Ethiopian consumers the opportunity to win one of 100 school
savings accounts, there are also 10,000 educational books,
500 bicycles and hundreds of school bags, lunchboxes,
footballs and mugs up for grabs. To qualify for the prizes,
consumers have to purchase a 900g tin or 300g pack of Anchor
Fortified Milk Drink.

Fonterra has a joint venture with
local partner Faffa Foods for final production, packing and
distribution of the products, which use milk powder
manufactured in New Zealand.

Watch Zeco Kassim discuss
Anchor in Ethiopia here.


© Scoop Media

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