The challenges facing hospitality industry in Aotearoa haven’t gone unnoticed by Gilmours who has focused its latest marketing campaign on supporting local.
Together with strategic marketing agency RMH Consulting, the wholesale food and beverage supplier has launched dual business and consumer initiatives named “Helping Hospitality” and “Spring into Your Local”, aiming to support New Zealand’s hospitality industry through this tough period.
“Helping Hospitality” is providing businesses with price stability and product discounts, showcasing Gilmours as a key partner to the struggling sector. Meanwhile, Spring into Your Local is encouraging customers to support local eateries by visiting and sharing their experiences on social media and participating in a prize draw.
Restaurants are using their own social channels to promote the competition and drive entries, boosting engagement, growing their audiences and brand awareness.
Six weeks in, there has been 1,000 entries using the #springintoyourlocal campaign hashtag, increased engagement across Gilmours stores and buy-in from industry bodies and local economic agencies.
But most of all, there has been increased social media engagement and foot traffic to hospitality venues.
“The early success of the ‘Helping Hospitality’ and ‘Spring into Your Local’ campaigns highlights the power of a well-designed marketing strategy,” said Rachael Hedges, Managing Director of RMH Consulting.

“Gilmours’ commitment to supporting the hospitality sector has resonated deeply with both consumers and industry stakeholders. We’re proud to play a part in driving this initiative forward and seeing such positive results so early on.”
By using a mix of traditional media, social campaigns, influencer partnerships, peak body partnerships, and stakeholder engagement, the campaigns are working to bridge the gap between supporting struggling businesses and rallying community action.
Tailored press releases for business and consumer audiences have helped drive awareness and participation, as well as partnerships with key stakeholders, including Restaurant Association of New Zealand and engagement with micro-influencers.
The feedback has been positive, with both customers and the industry excited about the opportunities these campaigns present for local businesses.
“Gilmours has always been about more than just supply; we’re committed to being a true partner to our hospitality customers,” said Cindy Chaimowitz, General Manager of Gilmours.
“With RMH Consulting’s strategic direction, we’ve engaged with our community in new and meaningful ways. The success we’re seeing is a testament to the power of partnership and the willingness of New Zealanders to support their local venues.”
RMH Consulting was selected to partner with Gilmours due to the agency’s extensive experience in both hospitality across APAC and the supermarket industry- the brother and sister duo working on the project, Daniel and Rachael Hedges, bring a wealth of insider knowledge, having grown up with parents who owned a Foodstuffs supermarket for over 20 years.