Wool-I-am is back in town (and country) in Cavalier Bremworth's latest push

  • Advertising
  • June 13, 2014
  • Skye Wishart
Wool-I-am is back in town (and country) in Cavalier Bremworth's latest push

Cavalier Bremworth's Wool-I-am originally appeared in a series that was launched almost two years ago and espoused the benefits of wool carpets over synthetic. This time the New Zealand carpet maker’s campaign, once again via Federation, focuses on the company’s unique ability to manage the quality of its wool carpet right through from the farm to the tufting plant in Auckland, to the customer’s floor, with its sheep mascot posing in Napier, having a cappuccino in Auckland and even driving a truck. 

The ad also makes plain it has Kiwis on the job every step of the way. The company has been around for 55 years as part of our massive wool industry (New Zealand is the world's third-largest wool exporter, supplying 45 percent of the world's carpet wool). 

Cavalier Bremworth is owned by Cavalier Corporation, and it also has a wool-buying business, a half-share in the country’s biggest wool scours in Canterbury and Hawke’s Bay and its own dyeing and spinning plants in Napier, Wanganui and Christchurch. This woollen empire means the whole process for wool carpet production can be carefully controlled, and it can keep a lot of New Zealanders employed. 

“We’re a major New Zealand company that employs more than 550 staff and we want people to know that when they buy a Cavalier Bremworth wool carpet, there’s a whole chain of New Zealanders that benefit from that - from the farmer right through to transport operators and our retailer,” says Cavalier Bremworth’s marketing manager Desiree Keown.

The new TVCs will be supported by billboards in high traffic areas in Auckland, Wellington and Christchurch including airport sites. Social media will also drive awareness, encouraging New Zealanders to ‘share the sheep’ through Facebook and YouTube and to engage through a number of other initiatives including competitions to win lapel badges and t-shirts to support New Zealand wool – both these items are made in New Zealand by New Zealand companies (Spincast and Seabreeze).

It’s too early to say how this campaign will fare, but based on what creative agency Federation’s website says about the results of the last lot of Wool-I-am TVCs, it will do well: “Almost overnight, the campaign abruptly halted market share decline and customers began walking into carpet stores around the country, asking for Cavalier Bremworth by name.”

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

An independent spirit: Time Out Bookstore on community, loyalty and cats

An independent spirit: Time Out Bookstore on community, loyalty and cats

Time Out Bookstore’s manager Jenna Todd was a speaker at the Magazine Publishers Association’s 2019 magazine conference ‘Thinking Forward’ held in July. StopPress visited Todd at the store and discussed similarities between independent bookstores and magazines, engaging with the local community and selling socks.

Next page
Results for

StopPress provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2019 ICG Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.


Contact Vernene Medcalf at +64 21 628 200 to advertise in StopPress.

View Media Kit