BWM helps Anchor to show proof of what they promise

The ambitious project intends to check the health of 70,000 children across the country using a sophisticated machine approved by the Anchor Institute in New Zealand and offers a free 'Check-Up' including unique nutritional advice to each child from qualified nutritionists.

The nutritional benefits of Anchor's powdered milk products will also be explained to parents throughout the campaign.

BWM Managing Director, Anthony Dalton, explained why the project is an important step for the brand:

"One of the most important values for a brand in the new communications age is to be a community brand that takes action. To bravely 'do it', rather than 'say it'. We believe that the world is switching off to brands that shout at them through 1-way media that interrupts them. They want to experience the promise of the brand, to get proof that they're getting something back for giving up their hard earned salaries - especially in the current climate. This proof is now critical to gaining brand loyalty."

The project is taking place over a 2-month period across 17 locations in Jeddah & Riyadh and is being accompanied by a longer term strategy to maintain education to the parents of the children tested.

Anchor Senior Brand Manager, Mohammed Al-Batouty explained that this is certainly not just a short-term tactic: "The Anchor Nutrition Test is more than just a 2 minute check-up.

BWM have helped us to create an ongoing relationship with the parents through mobile marketing and digital direct marketing. It's important that we use what we learn about each child to continually educate parents and children about nutritional issues that can cause obesity and trigger diseases such as diabetes."

The campaign is planned to be rolled out across the GCC over the next 2 years.