The campaign run by Beef + Lamb New Zealand (B+LNZ) and Silver Fern Farms (SFF) targeted conscious consumers in the Tri-State area of New York, by enlisting nine social media influences to share New Zealand grass-fed lamb recipes with their followers.
Michael Wan, B+LNZ’s Global Manager – New Zealand Red Meat Story says the campaign aimed to create awareness, consideration and preference for New Zealand grass-fed lamb and the Silver Fern Farms branded retail product range.
“We wanted to educate Conscious Foodie consumers on the benefits of New Zealand grass-fed lamb and use the influencer content to both inspire and direct people to the three retail locations in New York: Fairway Market, Morton Williams and NetCost Market.
“From our previous work we know that influencer content has performed well with our target audience and we’re really pleased with the impact this campaign has had.”
The influencer content showcasing New Zealand grass-fed recipes generated more than 582,000 impressions, 24,240 likes and over 900 comments across 14 Instagram Posts and 36 Instagram Story frames from nine influencers.
“From looking at the metrics, we can see that followers were interested in learning more about New Zealand grass-fed lamb, Silver Fern Farms retail products and where to purchase these,” says Michael.
More Taste Pure Nature collaboration activities in the US
Collaboration with Chef George Duran
Recently, a Kiwi Burger recipe using New Zealand grass-fed Angus beef by celebrity Chef George Duran was published to Good Morning America’s social channels garnering over 3 million online and social media impressions and nearly 93,000 video views on Instagram and Twitter.
“Sustainable Changes” consumer survey
Part of Taste Pure Nature's work in the US is focused on setting the stage for New Zealand’s sustainability story.
A survey on behalf of B+LNZ of 2,000 US consumers shows 85 percent of Americans have made at least one positive change in their lifestyle in the past year.
Nearly seven in ten of those surveyed said buying food products that are sustainably raised or produced is a priority and Americans would pay an average of 37% more for meat or other animal products if they knew the animal was humanely treated.
In releasing these finding to help tell our sustainable story, we received more than 5.4 billion impressions and 86 pieces of coverage. Top online placements include Yahoo! News, MSN, New York Post, Fox News and AOL, among others.