Beef + Lamb New Zealand (B+LNZ) has been a proud partner of the New Zealand Olympic Team to highlight the connection between our world-leading product and its nutritional benefits.
Through TV adverts, the B+LNZ Sky Breakfast Wrap, and various other marketing platforms, the partnership has significantly raised awareness and boosted national pride in New Zealand’s sheep and beef industry.
Overwhelmingly positive results
A recent Kantar survey showed a substantial increase in the number of people who feel extremely proud of the sector.
Over half of those surveyed recalled seeing or hearing something about B+LNZ’s partnership with the New Zealand Olympic Team.
The campaign had over 4.2 million social media engagements, the Breakfast Wrap TV feature reached 1.3 million viewers, and the television commercial had 4.9 million views.
Of those surveyed by Kantar, 40 percent agreed that “It’s a good reminder that red meat provides great nutrition”, 39 percent felt proud that Beef + Lamb New Zealand supports the Olympic Team, and 35 percent expressed pride in New Zealand’s beef and lamb farming heritage.
Rowena Hume, B+LNZ’s GM Communications & Insights says, “We are really proud of what the partnership has achieved, and we are working to build on this through our Energising the Sector strategy pillar alongside B+LNZ Inc and processors, to get even more Kiwis proud of our world-class farming systems and products.”
Kiwis rave about the sector
"Beef and lamb is the backbone of the NZ economy, and we should be proud of what has been achieved."
"New Zealand is world known for beef and lamb. I think it’s great that our beef and lamb industry have supported our Olympic champions. There has always been a partnership with this industry and our sporting teams, and this partnership really highlights that."
About the partnership
B+LNZ is an official partner of the New Zealand Olympic Team for the Paris 2024 Olympic Games. This partnership is part of B+LNZ’s broader strategy to build public trust and enhance the reputation of the sector while promoting red meat consumption domestically. B+LNZ co-funded this campaign in collaboration with B+LNZ Inc., meat processors, and retailers.
Learn more about the partnership here.