Taste Pure Nature, New Zealand’s country of origin beef and lamb marketing programme, has officially moved to a new phase with Beef + Lamb New Zealand (B+LNZ) handing the reins to red meat processors and exporters.
In April, the Meat Industry Association (MIA) and B+LNZ announced exporters would assume responsibility for advancing the Taste Pure Nature brand and activity programme.
The next phase of the Taste Pure Nature campaign will be launched at the influential China International Import Expo in Shanghai in November. A targeted three-year proof-of-concept umbrella brand focusing on boosting New Zealand red meat as a protein of choice for Shanghai consumers will underpin the campaign.
Working alongside New Zealand red meat exporters, the campaign will feature integrated marketing programmes that include digital and social media marketing, media and influencer relations, events and advertising.
MIA Independent Chair Nathan Guy acknowledges the significant work and investment B+LNZ has made in promoting the sustainability of New Zealand grass-fed beef and lamb to target groups of international consumers.
“This second phase of Taste Pure Nature will build on this success in China by raising awareness and driving preference for New Zealand beef and lamb, promoting the natural attributes from our grass-fed, hormone-free animals farmed outdoors.
“By shifting the focus from the style of farming to the nutritional attributes of New Zealand red meat, the Taste Pure Nature marketing umbrella will provide discerning Shanghai consumers with assurances that high-quality New Zealand red meat is also a nutritious, safe and accessible protein option for their families.
“China is a key market for New Zealand’s red meat sector and this programme will play a key role in ensuring our relevancy against the increasingly fierce competition.
“Given the challenging market conditions we are facing, it is more important than ever that we continue to invest in promoting nutritious New Zealand beef and lamb.”
Kate Acland, Chair of Beef + Lamb New Zealand, said it was fitting the next phase of Taste Pure Nature would be launched in Shanghai.
“In April, New Zealand’s high quality grass-fed beef and lamb was showcased in a Taste Pure Nature campaign at well-known Shanghai bistro chain Alimentari.
"As a sector, our future depends on driving greater value and securing higher premiums for our products.
"The Taste Pure Nature programme has demonstrated the power of our farmers’ story and the impact that can be achieved through targeted investment in global markets. Given the current market challenges, it’s critical to keep investing in marketing.
"B+LNZ's Taste Pure Nature campaign was designed to lay a strong foundation that meat processors and exporters could build upon for their international marketing effort and we’re confident the companies will continue the programme’s success and take it to the next level."
We’re proud of our achievements with the Taste Pure Nature campaign
According to research last year, the campaign in California drove positive behaviour for both beef and lamb. As a result of seeing the campaign, 71% of Californian Conscious Foodies said they would consider buying NZ beef, 66% intend to buy NZ beef and 64% said they will recommend buying NZ beef to others in the near future.
Highlights include
- The development of an all-of-industry origin story for overseas consumers for the first time
- The creation of a multi-year through-the-line brand marketing campaign targeting the Conscious Foodie consumer segment across the United States and China. Drove a 20% uplift in awareness and an 18% uplift in aspiration to purchase beef and lamb from New Zealand in the US.
- An integrated consumer marketing campaign to support the launch of ANZCO Foods new chilled beef range in 7Fresh supermarkets in Beijing, helping grow average sales volumes across the range by 289% compared to the period prior and increased ongoing weekly sales by 175%, post-campaign versus the previous period
- Development of a marketing partnership with Californian supermarket chain Jons Fresh Marketplace and deployed digital and out-of-home advertising and shopper marketing tactics to grow sales of Silver Fern Farms-branded retail products by 30% on the previous period
- A branded 'food truck' activation at 18 high-traffic locations across Los Angeles that served 15,000 chef-curated samples to consumers - supported with an integrated marketing campaign, including billboards, local morning TV and social media
- The use of consumer and category insights to develop and launch a premium Taste Pure Nature-branded ready-to-heat meal solution range in several high-profile supermarkets in Shanghai, China, including Hema Fresh's new high-end 'black label' Premier store
- The creation of a new channel-to-market and branded activation to drive the trial of New Zealand grass-fed beef and lamb in Shanghai by developing ready-to-eat meals for purchase through branded vending machines. This surpassed sales targets by 263% with 42% of our target consumer segment hearing about the machines through promotion and activation efforts.