Made with Care campaign promotes NZ food and beverage to global consumers

A global campaign has been launched this week 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.

The food and beverage industry in New Zealand is a major contributor the economy, accounting for close to 46 percent of all good and service exports in the past year.

Led by New Zealand Trade and Enterprise (NZTE), ‘Made with Care’ is part of a wider ‘Messages from New Zealand’ country brand campaign, which sees Tourism NZ, NZTE, Ministry for Primary Industries, Education NZ, AND NZ Story join forces to promote New Zealand’s brand on a global stage.

The campaign’s hero video features Kiwis from the food and beverage industry, highlights the care shown by our people and shows the unique way in which we create and provide food and beverage products for global consumers.

Made with Care will be activated internationally through digital and social channels, influencer marketing, PR, and localised in-market activation, leveraging NZTE’s global network.

NZTE’s chief executive Pete Chrisp says the campaign is 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.”

Businesses who are already exporting or have ambitions to export, can explore the ready to use campaign toolkit, featuring free images, social media content, video footage, infographics, sector copy and a user guide to help leverage the campaign.

As part of the campaign outreach, NZTE will target audiences already engaged with TNZ’s messages from the New Zealand campaign, which has already been viewed globally more than 40 million times in key markets like the US, UK, Japan, China and Australia. 

“Working together to deliver an aligned brand builds a greater presence on the world stage,” says TNZ chief executive, Stephen England-Hall.

“Being able to connect global audiences to New Zealand’s values and identity, which can be experienced through our food and beverage exports, will have an immediate economic benefit and positively influence New Zealand as a destination when we are able to welcome visitors back again.”

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