Beef + Lamb New Zealand plots route to the US market
25/03/2019
The campaign, which has been created in partnership with leading retail brands, will launch first in California. It will include online displays, video advertisements, social media activities and a website with information and recipes.
The strategic focus of the first phase is on Los Angeles and San Francisco. These areas were chosen after research showed consumers there are seeking “better-for-you, healthier and sustainable grass-fed meat”. Retailers there were also found to favour “innovative” products that align with current culinary trends.
"We are delighted to partner with leading brands and companies from New Zealand to increase consumer excitement and drive discovery for the incredible quality and taste of our grass-fed beef and lamb products," said Andrew Morrison, chairman of Beef + Lamb New Zealand.
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