B+LNZ’s Women’s Rugby World Cup broadcast partnership reached 1.5 million New Zealanders throughout the competition, connecting beef and lamb to sport, pride, and performance. Learn more about the campaign and other work promoting red meat to New Zealanders.
At a time when the country was tuning in and backing our team, we saw an opportunity to put New Zealand beef and lamb front and centre. Through the B+LNZ Inc brand, we featured across promotional and broadcast material throughout the tournament, making red meat part of the national conversation.
The ‘How Good’ campaign built on the success of previous initiatives, including our partnership with the New Zealand Olympic Team in 2024, continuing to link red meat to performance and pride.
The semi-final clash between the Black Ferns and Canada drew the biggest audience, with over 500,000 Kiwis tuning in across platforms. That same day, lamb cutlets made a surprise appearance in-studio – served up in front of the presenters and putting red meat quite literally on the table.
Across the tournament, our brand featured on nearly 9,000 broadcast and digital assets, tripling planned outputs and delivering a media value more than 16 times the initial investment.
A standout moment was the Stacey Waaka content series, filmed on her Tauranga farm and in England during the tournament. Her story brought together performance, nourishment, and connection to the land, showing how red meat fuels both elite athletes and everyday New Zealanders.
World Iron Awareness Week
Support for World Iron Awareness Week (13-19 October) is growing every year – with over 100 organisations and individuals getting behind the campaign, two-thirds of them right here in New Zealand, where supporter numbers more than doubled. Together, they shared iron-rich inspiration through social media, recipes, activations, and newsletters.
This year, Beef + Lamb New Zealand continued with the Iron to Move theme for our activation, highlighting iron’s essential role in carrying oxygen to our muscles to help us move, whether that’s staying active or simply keeping up with everyday life.
Learn more about World Iron Awareness Week.
About B+LNZ Inc
Beef + Lamb New Zealand Inc is our domestic marketing arm, partially funded by B+LNZ Ltd alongside meat processors and other industry partners, to promote the benefits of New Zealand beef and lamb to local consumers.
We work closely with B+LNZ Inc to highlight the New Zealand farming story and how New Zealand’s natural production systems make a real difference to the things we all care about.
Learn more about B+LNZ Inc.