The campaign by Beef + Lamb New Zealand (B+LNZ) and Anzco Foods, working with Anzco’s Chinese distributor Beijing Zhou Chen, is focused on raising awareness and creating preference for NZ grass-fed beef in China.
Anzco Foods’ general manager of sales and marketing Rick Walker says in-store experiences so far indicate good potential for NZ beef in China.
“While it’s early days, our monitoring shows sales volumes have increased and we are pleased with the results so far,” he said.
B+LNZ’s market development general manager Nick Beeby says on top of the in-store experiences at 13 of the high-end 7 Fresh retail stores, the campaign uses a multi-channel approach through enlisting Chinese social media influencers, along with elevator and social media advertising.
“It’s great to work with Anzco Foods on this integrated campaign that starts telling the New Zealand beef story online, and in the elevators of high-end apartments in Beijing, right through to the in-store experiences and tasting the product,” he said.
As part of the campaign on popular Chinese social media channel Weibo, influencer Hu-Hu-Sheng-Wei-Er (Tiger) talks to his followers about NZ grass-fed beef in a video post that has been viewed more than 284,000 times.
Beeby says a growing amount of people in China are talking about fresh, tasty, lean and grass-fed beef, all qualities associated with NZ beef.
“So, this campaign is joining the dots to let them know about our amazing product,” he said.
The campaign is also running during Golden Week, celebrating the founding of the People’s Republic of China, where the Chinese government encourages domestic tourism. This year, the Mid-Autumn Festival, also known as the Moon or Mooncake Festival, landed within the Golden Week, putting an extra spotlight on family gatherings and food.
