NZ launches F&B campaign to attract global consumers

A global campaign designed to grow awareness, preference and demand for New Zealand food and beverage products in the key export markets of Australia, China, Japan, the USA and the UK has been launched.

The Made with Care campaign is being led by New Zealand Trade and Enterprise (NZTE) and is part of the wider Messages from New Zealand country brand campaign.

New Zealand’s food and beverage industry is a critical player in the country’s economy, accounting for close to 46% of all goods and services exports in the past year.

In 2018/2019, the industry had a combined revenue of NZ$71.7 billion, with exports reaching more than 140 countries. The top three export markets in 2018 were China ($6.14 billion), Australia ($2.56 billion) and the United States ($2.53 billion), NZTE claimed.

NZTE’s Chief Executive Pete Chrisp said the campaign has been backed by significant investment and driven by consumer insights.

“There’s never been a better time to leverage the positive global sentiment being felt towards New Zealand and to raise the international profile of the New Zealand brand in key markets, in a time when we can’t visit our key markets, and they can’t visit us,” Crisp said.

Underpinning the Made with Care sentiment, and what distinguishes New Zealand food and beverage products from others, is the principle of Taiao — the interconnectedness of its people and the natural world.

The values of Kaitiakitanga (guardians, caring for people, place and planet, now and for future generations), Manaakitanga (caring for others and showing hospitality, kindness, generosity, support and respect) and Ingenuity (challenging the status quo with original and bold solutions) are also woven throughout the campaign messaging.

Businesses that are already exporting, or have ambitions to export, can use the ready-to-use campaign toolkit. It features free images, social media content, video footage, infographics, sector copy and a user guide to help businesses engage with and leverage the campaign.

Beef + Lamb New Zealand's Global Manager – New Zealand Red Meat Story, Michael Wan, said changing consumer buying habits in the wake of the COVID-19 pandemic has created opportunities for New Zealand to make its presence felt.

"With active marketing programs in the United States and China, the Made With Care campaign provides additional benefit for our industry to both collaboratively support our food and beverage country of origin and build on the relevance of the grass-fed beef and lamb story through the 'Taste Pure Nature' brand in both markets."

Image credit: ©stock.adobe.com/au/Ann Stephenson