With the Paris 2024 Olympic Games in full swing, B+LNZ is leveraging its partnership with the New Zealand Team to celebrate the nutritional edge New Zealand beef and lamb gives our athletes and to rally national pride.
The partnership builds on the highly successful Iron Maidens campaign, and offers unique opportunities to promote beef and lamb in New Zealand through high-profile athletes.
Rowena Hume, GM Insights & Communications says, “It’s fantastic to have New Zealand beef and lamb at the forefront during such a pivotal time when Kiwis are tuning in. We're highlighting the connection between our world-leading product and its nutritional benefits to urban New Zealanders, reinforcing the quality and value of our homegrown beef and lamb.”
You might have seen the TV commercial (playing on Sky sport channels as well as TVNZ/TV3) while you’ve been watching the Games. Between our TV commercial, and brand association with the Breakfast Wrap we have reached millions of Kiwis.
As part of the partnership, B+LNZ has naming rights for the Sky Breakfast Wrap show which airs from 7-8 am each morning and covers all the highlights from the Olympic Games. During the show, we have a segment called “How Good!” which showcases moments of national pride from Paris, featuring medals and golden moments along with our branding. You can watch the Breakfast Wrap on the Olympic Gold Channel on Sky Open (free-to-air) and Sky Sport.
B+LNZ’s social media has had over 370,000 impressions, primarily due to the collaboration with Skysport, Eric Murray with Eat Like an Athlete and daily stories.
Back in June, B+LNZ caught up with some Olympians at Fieldays who shared some messages of support and gratitude for our farmers, watch the video here.
Beef + Lamb New Zealand Ambassador gets the gold
We are thrilled to celebrate the incredible gold medal win by our women's rugby sevens team and are immensely proud of all the athletes representing New Zealand in Paris. Watch the Beef + Lamb "How Good" moment with Beef + Lamb New Zealand Ambassador Stacey Waaka.
Eat Like an Athlete
To further support our messaging around the Olympic Games, we launched a social campaign just prior to the Olympic Games, featuring prominent Kiwi Olympians preparing nutritious meals with New Zealand beef and lamb for their families. This three part video series, named “Eat Like an Athlete”, includes two athletes competing for the Golden Lamb Chop – one cooking with beef and the other cooking with lamb.
The social media audience decides which dish is the winner. Our first video featured Stacey Waaka and Tone Ng Shiu, with Stacey winning with her balsamic-glazed lamb chops. The second video, Eric Murray versus Sarah Cowley Ross saw Sarah Cowley Ross take home the golden lamb chop, bringing the score to 1-1 for beef and lamb.
Across TikTok, Facebook, and Instagram, the two videos have received nearly 100,000 views in the past two week, with over 450 votes cast through posts, stories, messages, and comments.
The third and final chapter of Eat Like an Athlete with Barbara Kendall versus Caitlin Regal is live now on recipes.co.nz along with recipes and nutrition content. Barbara cooks beef and Caitlin cooks lamb, head to Facebook or Instagram to vote.
About B+LNZ’s work to energise the sector
This partnership is a part of B+LNZ’s Energising the Sector strategic pillar, developed in response to farmers asking us to tell their stories. With campaigns like this, we’re lifting our work to build trust and reputation with the wider public.
