In 2021, our Taste Pure Nature country of origin brand marketing program continued to build awareness and preference for New Zealand’s grass-fed beef and lamb in the United States and China, as well as connect consumers to retail locations where they could buy it.
B+LNZ’s Global Manager – NZ Red Meat Story Michael Wan says collaborative partnerships with meat processing and exporting companies are a key driver behind the growing success of Taste Pure Nature.
“B+LNZ can bring added value and support to brands looking to break through in the U.S. and China markets. By working together and combining resources, we can reach even more consumers with our unique branded story and influence sales of New Zealand grass-fed beef and lamb.
“We are excited by the amount of interest and engagement shown by meat processing and exporting companies to utilise Taste Pure Nature in their marketing efforts. More companies have jumped on board and we are excited to continue collaborating in 2022 for greater success.”
High-level highlights from 2021
In the US, the Taste Pure Nature programme generated more than 100 million paid media impressions, over 324,000 website visits, 980 million public relations impressions and more than 210,000 social media engagements.
The programme also delivered successful results this year in China, generating more than 40 million paid media impressions, over 157,000 social media engagements and more than 21,000 in-person engagements.
For in-depth information about Taste Pure Nature’s marketing activity in these key markets, see B+LNZ and the Meat Industry Association’s November 2021 Red Meat Report on page 10 (PDF, 4MB).
2022: What’s coming this season
In 2022, B+LNZ will continue to build on the success of the Taste Pure Nature programme in collaboration with meat processing and exporting companies. This includes partnering with Silver Fern Farms to launch their highly anticipated Toitū Certified Net Carbon Zero Angus Beef range in selected US retailers, and delivering targeted media campaigns – similar to this activation with ANZCO - in proximity to key retailers in China.
Engaging in strategic brand and property partnerships in 2022 will also enhance Taste Pure Nature’s brand equity in new and creative ways. For example, the partnership with Meredith Digital, one of the leading publishing houses in the US that includes top-tier outlets such as Martha Stewart, Eating Well and Food & Wine. Using these platforms, B+LNZ can reach mass numbers of Conscious Foodies and elevate the New Zealand grass-fed story through video, social and digital promotion.