New Zealand lamb rolls out fresh tagline for 2010

The new tagline is intended to reflect the way sheep farming and agriculture is embedded in the New Zealand way of life, accompanying photography of New Zealanders taking great care of their sheep. A farmer is pictured atop a lifeguard chair in a classic New Zealand mountain landscape, ensuring his sheep stay away from a narrow stream.

This advert will run across weekly and monthly titles, with another shot used for publications distributed to retailers. Online the advertising will sit on the Delia Smith website.

Other new projects include a TV sponsorship deal set for 1 March start, with details to be released shortly. The generic body also has two competitions lined up with Air New Zealand, and is hoping to emulate last year’s 60,000 entry total.

Bi-monthly newsletters, targeting the 230,000 New Zealand lamb database, will run competitions in conjunction with Pyrex and Le Creuset.

New Zealand will continue its targeting of the foodservice industry via sponsored chef demonstrations at hospitality show Hotelolympia at Excel in London.

Chef Peter Gordon will remain the New Zealand lamb ambassador, with three webcast lamb recipes, one for singles, another for busy mums and a third to impress friends at a dinner party.

According to John Mabb, UK market manager at Meat & Wool New Zealand, “it is ever-harder to grab a share of the advertising voice, so we decided to inject some humour into our campaign this year.”

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