‘Made with Care’ builds awareness of Kiwi F&B
The global Food & Beverage campaign, Made with Care has achieved some amazing results; with over 200 million impressions and a global consumer reach of nearly 40 million – awareness is building well, however, the job to be done is not done yet.
This month, NZTE has confirmed that the campaign is ramping up with further paid media
activity. Once again, the focus is on our key export markets, Australia, China, Japan, North America & the United Kingdom. Many other markets are also leveraging the campaign and assets including F&B activations centred around Dubai’s Expo early in 2022.
Launched in October 2021, Made with Care is part of the government’s COVID-19 recovery strategy
to and share New Zealand’s Food & Beverage story with the world at a time when many exporters can’t be in market. The campaign is being executed with a combination of paid social media, content marketing, digital e-commerce, in store promotions, influencer and PR activity.
The campaign’s proposition of care is underpinned by global research which reinforces consumers are seeking safe, nutritious, healthy, premium, quality, tasty and sustainably produced food and beverage.
In New Zealand, over 2,000 business have engaged with or leveraged the campaign; either
downloading and using the ready-to-use marketing toolkit, using the campaign messaging to
help build their brand story or being involved with NZTE’s in-market activations.
The marketing toolkit includes FREE images, social media content, video footage, sector copy,
infographics and marketing messages to help exporting businesses engage with their global
consumers, and we are actively encouraging more to access this fantastic resource to help build
the Made with Care movement.
Everyone can play a part in helping drive awareness and preference for our food & beverages.
Here are some quick ways your business can support the movement:
- Use the hashtag #NZMadewithCare on your social media posts as a way to extend your
brand’s reach and have your content shared on our channels
- Explore the marketing toolkit and share with your in-house designers, agencies and
distributors to use the FREE tools that has been created for all exporters to use.
- Use the Made with Care campaign stamp on your marketing collateral and promotions to
help drive greater consideration and propensity to purchase via campaign recognition
- Leverage the campaign insights and key messages when having conversations with buyers
and investors alike
- Use the videos as a way of introducing your sector in business / pitch presentations to
introduce New Zealand’s proposition
- Use the campaign messaging and social templates to help shape their own brand story
- Follow the campaign on Facebook and Instagram @discovernew.nz and help share our
unique stories and proposition of NZ’s food & beverage.
If we all play a part, we can collectively create greater impact to help drive awareness and preference for our Food & Beverage products.