Not so cuddly
OPINION: The image of regenerative farmers as kind, cuddly progressive types took a hit when one of their own took to social media to gloat over Bayer Crop Science's decision to close its Hastings research site.
Stuff reports that Fonterra has used TikTok to sell more butter in South East Asia as cooking on the platform gained popularity during the pandemic.
In the Philippines, Fonterra launched an #AnchorButterDaysAhead challenge, inviting TikTokers to use the company's Anchor butter in a wide range of dihes beyond special occasion like Christmas or Ramadan, to showcase its versatility, create content around their cooking experience and tag friends to win prizes.
In just three days, the campaign garnered 20.8 million video views, and has since grown to more than 40 million views, with Anchor butter achieving a 95% uplift in brand awareness on TikTok and an 11% increase in sales.
