The recent Taste Pure Nature 'Banquet of Nature' campaign in China achieved 2.2 billion impressions and had more than 370,000 engagements.
Targeting Conscious Foodie consumers in Shanghai, the campaign showcased the exceptional quality of New Zealand grass-fed beef and lamb.
Beef + Lamb New Zealand (B+LNZ) partnered with the well-known Shanghai bistro chain, Alimentari, during April to launch a limited-time "Banquet of Nature" special menu at five popular bistros.
The collaboration’s star ingredients were New Zealand grass-fed beef from Silver Fern Farms and grass-fed lamb branded Pure South from Alliance Group. The chefs crafted fusion dishes inspired by New Zealand's pristine environment, highlighting the unique flavours and quality of New Zealand red meat. Read more about the campaign here.
Michael Wan, B+LNZ’s Global Manager – New Zealand Red Meat Story says it is clear this campaign resonated with Chinese Conscious Foodie consumers.
"Consumers showed great interest and a strong intention to purchase our products following the campaign. Many expressed a deeper understanding of New Zealand grass-fed beef and lamb and noted the distinct taste difference compared to grain-fed meat."
In using campaign ambassador Shen Hongfei and his popular 'Shen’s Dining Room' channel, our custom videos had around 21 million views, with over 339,000 engagements.
These popular episodes, shared across Shen’s Chinese social media platforms, had a 160% higher viewership, and an astounding 1,298% higher engagement rate compared to one of Shen’s signature collaborations with a well-known international brand in the Food and Beverage sector.
“We have had an incredible response to these episodes that delved into the grass-fed approach, nutritional value, and rich natural flavours of New Zealand beef and lamb,” says Wan.
“It clearly shows an interest from Chinese consumers to learn more about our world-leading grass-fed red meat and what makes the eating experience so unique.”
The campaign gained notable media coverage from Forbes China and Le You TV, with two in-depth interviews having an estimated combined 515,269 impressions.
Learn about more key outcomes from the ‘Baquet of Nature’ campaign
Red meat exporting companies to lead Taste Pure Nature programme
B+LNZ has reached an agreement with the Meat Industry Association and processing companies to carry the Taste Pure Nature brand and its activities forward, with an initial focus on China. This transition will involve companies taking the lead in marketing New Zealand sheep and beef products internationally.
For more details, read this article on B+LNZ’s website here.