Every year, StopPress catches up with a group of talented professionals from across the local industry to talk about the year that was. From their biggest challenges to their biggest inspiration, their favourite campaigns and favourite snacks, they give us a little insight into 2024 as well as what is to come in 2025.
Lia Carruthers is Marketing Coordinator at Farrah’s.
Sum up 2024 in three words
Creativity. Growth. FUN!
What was your favourite trend from the world of wraps and FMCG this year?
It’s been amazing to see how ‘better-for-you’ food products have evolved from a trend to a genuine lifestyle. Tapping into NZ’s low carb/keto community online is intriguing – these consumers are incredibly creative and use Farrah’s wraps and tortillas in ways I never imagined, from tortilla chips and dumplings to pie pastry and lasagna sheets and even cutting wraps into strips for fettuccine! It’s rewarding to see how our low carb and keto-friendly products create so many meal opportunities for consumers living this lifestyle.
What was your biggest challenge in 2024?
One challenge (that I actually find really fun) is fast-paced nature of marketing, including the ever-evolving development of AI that continues to affect the industry. Staying on top of changing trends and knowing which new technologies to apply in my role can be tricky, but I love learning about it all, and have been sure to attend AI workshops run by the Marketing Association and tune in to the top podcasts in this space to further upskill.
Did you harness digital technology and AI in your work in 2024, and if so, what impact has that made?
I have a keen interest in AI and experimenting with new platforms, and I’m always looking for ways to apply this knowledge to my work. In 2024, I focused on upskilling through workshops and hands-on practice, which has made me more productive and organised. One of the most rewarding parts has been sharing these insights with others in the business – inspiring them to embrace new technologies and seeing firsthand how it transforms their work too.
Tell us about creating the Farrah’s TikTok channel – what inspired you, and what impact has this had for the brand?
A TikTok-lover myself, it intrigued me how brands were interacting with the app in novel ways and effectively building loyal communities. It was a huge untapped opportunity for Farrah’s, an exciting new platform to test, learn, adapt, and innovate – and have fun! We’re embracing the short, snappy, lo-fi content style by creating lots in-house, focusing on authentic storytelling and recipe inspiration that resonates with our audience. We’re seeing great success so far, and there are lots of exciting plans in the works for 2025 – so follow us @farrahsnz to stay tuned (shameless plug!).
How did it feel to be named Marketer of the Future at the 2024 YouTube NZ Marketing Awards?
Such an incredible honour. It was a huge wave of shock, excitement, nerves, delight – I felt it all!

Your favourite moment of 2024?
My Marketer of the Future 2024 journey, from the intense judging process, including interviews with NZ’s leading marketers, to delivering my acceptance speech to over one thousand people. Being catapulted out of my comfort zone was an amazing learning experience and has shaped me in ways I never expected.
A close second was attending Steven Bartlett’s Business & Life Speaking Tour. As a Diary of a CEO superfan, being in the same room as one of my biggest inspirations was unforgettable!
What are you most looking forward to in 2025?
I’m excited to get stuck into game-changing work with my exceptionally talented team, continuing to bring creativity, energy, and new ideas to Farrah’s. I’m also thrilled be a guest speaker and panellist at DayBreak Festival of Innovation in March – this will be an epic opportunity to share my perspective and experiences with uniting marketing and innovation for business growth. I can’t wait!
Quick fire 10
- Most memorable local campaign?
Export Ultra Cold Call Back Service. - Best international campaign?
‘Should’ve gone to Specsavers’ series of OOH stunts – especially the ‘Welcome to Melbourne’ sign at Sydney airport, plus the ‘crashed’ van in Edinburgh. - A campaign you wish you worked on?
CeraVe’s ‘Michael Cera Conspiracy’ campaign. - An event/news story that got too much attention in 2024?
Raygun. - Biggest flop of 2024?
The era of extravagant influencer holidays e.g. ‘Trippin with Tarte’ lavish Bora Bora influencer trip. - The best movie you saw at the cinema?
Wicked Little Letters. - The best thing about your industry?
It’s fast-paced, ever-changing, and I’m always learning! - How do you relax?
Turn off my phone… - Three things you’d take to a desert island?
SPF50+ sunblock, Kindle loaded with books (including an island survival guide), and a laptop (with endless battery power) to write my own book – making the most of that uninterrupted time! - Your favourite snack?
Can’t beat freshly made guac with crunchy tortilla chips for dipping.