Working with meat exporters
The joint promotion programme aims to boost demand and sales by extending product ranges, promoting new business, and building on existing customer loyalty.
This has seen us move away from generic mass-marketing towards focused campaigns based on detailed market research and analysis.
By aligning our investment with commercial exporting companies and their partners in the market, we can target shoppers closer to the point of purchase. For example, one campaign featured ads on supermarket trolleys to prompt UK shoppers to pick up New Zealand lamb with their weekly groceries.
More money to promote your meat
Specific marketing activities are funded 50:50 by B+LNZ and individual New Zealand exporters or overseas importers.
The first phase of the joint promotion programme kicked off last year in the UK and European sheepmeat markets. It has attracted an additional NZ$1 million of commercial export company investment.
Key promotional programmes
We run four key programmes that promote New Zealand beef and lamb overseas:
- North American Lamb Marketing Programme
- United Kingdom Consumer Programme
- Continental Europe Consumer Programme
- Beef Joint Promotion Programme