In just the first few days of a Taste Pure Nature retail campaign in Beijing, crowds of people have visited the high-tech 7 Fresh stores to experience New Zealand’s beef origin story through curated instore experiences.
The campaign by Beef + Lamb New Zealand (B+LNZ) and ANZCO Foods, working with ANZCO’s Chinese distributer Beijing Zhou Chen, focuses on raising awareness and creating preference for New Zealand grass-fed beef in China.
The curated instore experiences at these high-end retail stores are a natural place to raise the profile of New Zealand beef says Rick Walker, ANZCO Foods’ General Manager Sales and Marketing.
“While it’s early days our monitoring show sales volumes have increased and we are pleased with the results so far. The collaboration with B+LNZ and Taste Pure Nature is a positive way to start building long term brand awareness and all indications are that there is good future potential for ANZCO Foods and New Zealand beef in China.”
Nick Beeby, B+LNZ’s General Manager Market Development says on top of the instore experiences, the campaign takes a multi-channel approach through enlisting Chinese social media influencers, and elevator and social media advertising.
“It’s great to work with ANZCO Foods on this integrated campaign that starts telling the New Zealand beef story online, and in the elevators of high-end apartments in Beijing, right through to the instore experiences and tasting the product.”
As part of the campaign on popular Chinese social media channel ‘Weibo’, influencer Hu-Hu-Sheng-Wei-Er (Tiger) talks to his followers about New Zealand grass-fed beef in a video post (linked below) which has been viewed more than 284,000 times.
The campaign taps into the already growing market.
Since 2017, there has been significant growth in the Chinese market – beef exports from New Zealand grew 161 percent in volume and 197 percent in value.
B+LNZ is continuously monitoring the Chinese market and consumer preferences.
“Our social listening in China shows people are increasingly talking about fresh, tasty, lean and grass-fed beef. All qualities associated with New Zealand beef, so this campaign is joining the dots to let them know about our amazing product,” says Nick Beeby.
The campaign is also running during Golden Week, celebrating the founding of the People's Republic of China, where the Chinese Government encourages domestic tourism, food and family gatherings. This year, the Mid-Autumn Festival landed within the Golden Week, putting an extra spotlight on food.
Taste Pure Nature’s momentum continues to build in both China and the US with more meat companies participating.
“We’ve been busy collaborating with multiple meat companies on a variety of marketing activities for both beef and lamb and we’re seeing great results. We will provide more updates on other workstreams shortly,” says Nick Beeby.
Weibo link: To view the Weibo video, please copy and paste this link into your browser (do not click): https://bit.ly/2FnXz9i
About Taste Pure Nature
- B+LNZ’s origin brand, Taste Pure Nature is live in the US and China with a digital media campaign introducing New Zealand beef and lamb to the growing targeted market of ‘Conscious Foodies’.
- For more information, visit B+LNZ’s Taste Pure Nature webpage.
For more information please contact B+LNZ’s Communications Advisor Abigail Delaney on 027 209 9891.