New Zealand Trade and Enterprise (NZTE) is leading a new global campaign aimed at growing awareness, preference and demand for New Zealand food and beverage products in key export markets.
Titled ‘Made with Care’, the campaign has been backed by significant investment and driven by consumer insights, says Pete Chrisp, NZTE’s chief executive.
“There has never been a better time to leverage the positive global sentiment being felt towards New Zealand and to raise the international profile of the New Zealand brand in key markets, in a time when we can’t visit our key markets, and they can’t visit us,” says Chrisp.
“Consumers are looking for safe, nutritious, premium quality, ethical and tasty food and beverage. New Zealand, as a net exporter of food from more than 40 million people, is perfectly placed to meet these needs.
“The way the industry applies ingenuity and science is an additional driver of preference for our products in our key export markets.”
As part of the wider ‘Messages from New Zealand’ campaign, jointly operated by Tourism New Zealand (TNZ), NZTE, Ministry for Primary Industries, Education New Zealand and New Zealand Story, ‘Made with Care’ will be targeted at the same audience.
“Working together to deliver an aligned brand builds a greater presence on the world stage,” says TNZ chief executive Stephen England-Hall.
“Being able to connect global audiences to New Zealand’s values and identity, which can be experienced through our food and beverage exports, will have immediate economic benefit and positively influence New Zealand as a destination when we are able to welcome visitors back again.”