Taste Pure Nature adapts to reach Chinese consumers
"Our paid advertising and social media activity are key drivers of lifts in awareness and consideration for our brand and New Zealand products," says Michael Wan Beef + Lamb New Zealand (B+LNZ) Global Manager - New Zealand Red Meat Story.
"Our agile and adaptable brand marketing strategy has been designed to take advantage of new opportunities that arise during these times and enables us to remain relevant and front of mind for Chinese Conscious Foodies. Despite recent challenges in-market, the Taste Pure Nature campaign in China continues to resonate with consumers and drive positive sentiment and purchase intent."
Awareness of New Zealand farming practices has strengthened amongst Chinese Conscious Foodies, and now sits higher than r pre-campaign benchmarks on most aspects – particularly in relation to New Zealand’s strong reputation for producing high quality grass-fed beef and lamb.
"Our aspiration target has also seen a healthy lift, with more than 80% of Conscious Foodies stating New Zealand is their preferred country of origin for grass-fed beef and lamb when they can buy it," says Wan.
August marks the soft launch of two Taste Pure Nature vending machines in Shanghai. These machines will contain a curated selection of ready-to-eat, fresh and delicious New Zealand grass-fed beef and lamb meals developed by local chef, Jamie Pea.
Once unveiled to create some initial buzz, the machines will be rolled out across targeted locations in Shanghai for consumers to experience.
To support the sustainable growth of the New Zealand red meat category in China, B+LNZ recently partnered with the Meat Industry Association (MIA) and New Zealand Trade & Enterprise (NZTE) to develop and implement a joint two-year Action Plan.
The goal of this plan is to provide a strategic framework that enables the sector to better capitalise on opportunities and manage risks by providing transparency across each of the stakeholders' key workstreams and highlighting avenues for collaboration.
This includes identifying and creating market opportunities, building consumer preference, strengthening relationships with industry counterparts, and improving trade access.
Involving New Zealand exporters is a key part of the development phase and will ensure any future recommendations and actions are aligned with the sectors goals for China.
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