Anchor Food Professionals (AFP) are well known in the foodservice industry for their high quality dairy products – but the truth is, they’re so much more than that. 

They’re partners who take their customers' business as seriously as their own. To communicate this, they were looking for fresh ways to show NZ’s hospitality scene that partnering with them meant something more than just a fridge full of awesome products, and that they had their backs even when times were tough. They had $30k to give away – but how would they share it? We had some ideas.

The Hook

In NZ’s café scene, winning customers isn’t just about what’s on the menu. It’s also about strong branding, Instagrammable interiors and reliable equipment. Using these three points as our foundation, Ready, Set, Refresh was born — a social-led B2B activation that gave three AFP customers $10,000 each to invest back into their business via new branding, new décor or new equipment. Their business, their call, their $10k. 

Anchor Food Professionals™ - Café Refresh

Boosting New Zealand cafés with the ultimate refresh

The Build

Before the competition began, we generated hype through a series of authentic-led social reels that put branding, interiors, and equipment front and centre. Hosted by AFP rep Rob Hulse, we visited some of NZ’s hottest cafés and talked shop about spaces, inspiration, innovation and trends. By the time the competition launched, customers already knew what they’d change. Entering was a no brainer.

To reach the right audience, the campaign needed to stand out in-feed: fresh, energetic and unmissable. A bold colour palette and bespoke illustrations gave classic café food a literal refresh, stopping thumbs and inviting participation through product sales.

The Impact

  • Over 5.7k campaign site visits

  • Over 44k social reel ThruPlays

  • Just under 1 million impressions 

  • 3 ecstatic winners, including Two Fat Chefs – the lucky winners of the brand package refresh. Check out their brand identity case study here.