New partnership between B+LNZ Inc and the New Zealand Olympics team

// B+LNZ

This email was sent to farmers on 23 January 2024.

image of Stacey Waaka carrying NZ flag

We wanted to let you know about an exciting new partnership B+LNZ Inc is announcing today. 

Beef + Lamb New Zealand is now one of the official partners of the New Zealand Olympic Committee, supporting the New Zealand team as they gear up for the Paris 2024 Olympic Games. 

We’ll be using this relationship to celebrate the nutritional benefits of beef and lamb and the edge it gives our athletes, and showcasing how you, our farmers, produce this amazing product – all while showing some national pride. 

You’ll see logos, ads, athletes at events, and more in the lead-up to and during the Olympics. 

This is part of our collective work to help build the public trust and reputation of the sector and support/promote red meat consumption domestically. B+LNZ is co-funding this work jointly with B+LNZ Inc, meat processors and retailers. 

Another key part of this work is the highly successful ‘Good things start with NZ beef and lamb’ campaign featuring Stacey Waaka, which was launched last year. Stacey is a huge advocate for the sector and has done lots of interviews highlighting the benefits of beef and lamb for her performance. Campaign highlights included:

  • A high-profile TV ad campaign that has excellent recall from the public.
  • A highly successful digital campaign which by the end of November was seen over 32 million times – meaning a massive number of opportunities for people to see elements of the campaign. On Facebook and Instagram alone, over 85,000 people were motivated to click through from posts to learn more.   
  • On YouTube alone, over 5.1 million people completed campaign video views – the videos include interviews with farmers talking about our systems. 

We track public perception of beef and lamb and while we’ve seen an uplift in public pride in our sector, we’re keen to further increase pride. We’ll continue to invest your levy money in activity that helps build trust, enhances your reputation as farmers and ultimately encourages people to confidently enjoy our world-leading red meat. 

We’re incredibly excited about rallying behind the fern with you this year, and there’s lots of activity planned that you can be involved with – we’ll keep you updated. 

Read the media release here.