Friday, March 29, 2024

Kiwi lamb in limelight

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Changing consumer demand in China has opened an opportunity for New Zealand lamb to take centre stage.
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In a move to encourage online sales of NZ lamb in China, Beef + Lamb and Alliance have joined forces to launch a digital campaign aimed at leveraging the new consumer behaviour.  

The e-campaign is focused on driving online red meat sales as Chinese consumers seek out healthier food options in the wake of covid-19.   

“Alliance and B+LNZ are co-investing in the initiative to drive the awareness of NZ’s healthy and natural grass-fed lamb but ultimately to drive sales,” B+LNZ market development general manager Nick Beeby said.

“Our research shows there is a significant opportunity in China for NZ lamb to take centre stage. 

“Consumers are seeking out nutritious food to boost their immunity and we expect this to continue as people focus on their health in these uncertain times.”

Beeby said there has been significant growth in online transactions and sales in meat products, partly driven by people being incentivised to buy online during the covid-19 crisis. 

“We expect this trend to continue as people have experienced the convenience and efficiency of food being delivered right to their door.” 

The campaign on China’s two biggest e-commerce platforms, TMall.com and JD.com, will feature Alliance’s Pure South lamb in conjunction with the red meat sector’s Taste Pure Nature marketing.

“We’ll be leveraging Alliance’s established brand and e-commerce channels within these platforms that provide ready-made audiences of millions of consumers,” Beeby said. 

The campaign will target specific events run by both platforms with display ads, search engine optimisation and search engine marketing to grab the attention of consumers searching for grass-fed meat.

It will also leverage the firepower of specific Chinese influencers to create awareness and drive traffic to the e-commerce channels.

“This is a great opportunity to test and prove the impact of the growth in e-commerce transactions and sales in China.

“It’s also a chance to establish the Taste Pure Nature brand and the NZ red meat story by driving consumers to available NZ product,” Beeby said. 

Alliance has been operating in China for more than 20 years and has strong channels to market, sales general manager Shane Kingston said.

NZ is a trusted source of protein in China and with consumer demand changing towards buying more fresh and good-for-you protein, NZ is well placed to capitalise on this sentiment of Chinese consumers.

“This initiative builds on our existing partnership with the NZ Food Basket and e-commerce giant Alibaba, which has provided the co-operative with a single doorway that directly connects affluent Chinese consumers on the Tmall Fresh e-commerce platform with Alliance Group’s Pure South lamb,” Kingston said.

The campaign launches this month with an extended programme expected to run through to the end of the year. 

The initiative will also complement activities already under way in China to promote Taste Pure Nature since its pre covid-19 launch.

Beeby said B+LNZ is working with other meat processing and exporting companies on other Taste Pure Nature initiatives for the Chinese market.

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