New Zealand Trade & Enterprise

Convincing UK supermarket and ESG leaders about New Zealand’s world-leading supply and sustainability credentials

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BUSINESS IMPACT

Pre and post campaign research showed 78% of respondents recalled seeing or hearing about the sustainability of New Zealand products, 71% reported a more positive perception, and attitudes towards food miles linked to New Zealand products improved significantly.

The Results

Our Grocer partnership hit decision makers at major supermarkets, including Sainsbury’s, Waitrose, Co-Op and Tesco.

The targeted LinkedIn campaign reached 12K key UK grocery stakeholders, including ESG leads and buyers.

Secured dedicated coverage for the report in key titles, including a leading opinion piece from New Zealand’s Acting Trade Commissioner in The Grocer, both in print and online.

THE TASK

Help UK grocery buyers and ESG leads understand how New Zealand Trade & Enterprise (NZTE) can strengthen their food supply chain … without messing with their sustainability targets.

UK retailers had questions (and a few concerns) around sustainable procurement. Totally fair. Our job was to tackle those head on, while showing how New Zealand’s food and drink industry keeps UK shelves stocked with products shoppers love, all year.

The mission was clear. Make New Zealand impossible to ignore as a trusted, future-fit partner for UK retailers. And obviously show why its products need the spotlight in store.

Insight

UK retailers are under pressure from all angles. Shrink your carbon footprint. Build resilient supply chains. But also, keep your increasingly sustainability-savvy and price-conscious shoppers happy? Quite the task.

And the thing is, many grocery leaders don’t actually have clear, credible insight into how global sourcing can support those goals. They’re leaning on assumptions, and not all of them are right.

And the thing is, many grocery leaders don’t actually have clear, credible insight into how global sourcing can support those goals. They’re leaning on assumptions, and not all of them are right.

New Zealand, meanwhile, had a powerful story to tell. With a food and drink industry built on world-leading environmental standards, rigorous animal welfare and smart, innovative farming, it was primed and ready to support UK supermarkets on both sustainability and consistent supply.

The Idea & Execution

We created something the trade had never seen before. The first-ever cross-category sustainability report for New Zealand food and drink – ‘Made With Care: Why NZ Food & Drink Belongs On Your Shelves’.

Packed with proof points that matter, the report covered everything from dairy, meat and produce to wine, honey, aquaculture, beer and spirits (all backed by hard data, sustainability wins and clear ESG messaging).

Then we took it straight to the people who needed it. We hand-delivered the report to top UK ESG leads, paired with a curated selection of New Zealand’s most sustainable products (because nothing beats tasting the proof, right?).

From there, we launched a full trade comms blitz. Think huge visibility in The Grocer, thought leadership in print and online, and a laser-focused LinkedIn campaign to make the campaign unmissable to the right people

British Poultry Council

Estrella Damm

British Apples

Mogu Mogu