The new Fonterra ads have a retro feel not appreciated by all.

Anti-dairy supporters are taking to social media to criticise dairy co-operative Fonterra and its latest marketing campaign.

The "Fresh Start with Dairy" campaign, which launched in the first week of January, includes a series of retro-inspired posters.

SCREENSHOT/FONTERRA Richie McCaw features in Fonterra's ads speaking with various Fonterra farmers.

The company also features former All Blacks captain and Fonterra brand ambassador Richie McCaw in its television ads.

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Some have found the posters refreshing: