Wednesday, 04 November 2020 08:49

NZ beef on show in Beijing

Written by  Peter Burke
B+LNZ claims its Taste Pure Nature campaign continues to build momentum in both China and the US. B+LNZ claims its Taste Pure Nature campaign continues to build momentum in both China and the US.

New Zealand's grass-fed beef drew large crowds at 13 of Beijing’s ultra-high-end retail stores – 7 Fresh.

According to Beef+Lamb NZ, in the first few days of a Taste Pure Nature retail campaign in Beijing, crowds of people visited the high-tech 7 Fresh stores to experience NZ’s beef origin story through curated in-store experiences.

The campaign by B+LNZ and ANZCO Foods, working with ANZCO’s Chinese distributer Beijing Zhou Chen, focused on raising awareness and creating preference for New Zealand grass-fed beef in China.

The in-store experiences at these high-end retail stores are a natural place to raise the profile of New Zealand beef, according to Rick Walker, ANZCO Foods’ general manager sales and marketing.

“While it’s early days, our monitoring shows sales volumes have increased and we are pleased with the results so far,” he says. 

“The collaboration with B+LNZ and Taste Pure Nature is a positive way to start building long term brand awareness and all indications are that there is good future potential for ANZCO Foods and New Zealand beef in China.” 

Nick Beeby, B+LNZ’s general manager market development, says on top of the in-store experiences, the campaign takes a multi-channel approach through enlisting Chinese social media influencers, and 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 says.

As part of the campaign on popular Chinese social media channel ‘Weibo’, influencer Hu-Hu-Sheng-Wei-Er (Tiger) talked to his followers about New Zealand grass-fed beef in a video post, which has been viewed more than 284,000 times.

Beeby says their social listening in China shows people are increasingly talking about fresh, tasty, lean and grass-fed beef. 

“All qualities associated with New Zealand beef, so this campaign is joining the dots to let them know about our amazing product.”

Beeby says 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 landed within the Golden Week, putting an extra spotlight on family gatherings and food.
He says Taste Pure Nature’s momentum continues to build in both China and the US with more meat companies participating.

More like this

Chair defends process

Andrew Morrison, New Zealand Meat Board chair, has defended the move by Beef+Lamb NZ (BLNZ) directors to sack an independent committee established to set director remuneration.

Farmers will get final say

Andrew Morrison says farmers will ultimately have the final say on whether or not a controversial move to increase both Beef+Lamb NZ (BLNZ) and New Zealand Meat Board (NZMB) director fees goes ahead.

Action network funding change

Beef + Lamb New Zealand (B+LNZ) has announced changes to the funding approach for Action Groups from 1 April 2021.

Programme to take beef into future

Beef + Lamb New Zealand Genetics is launching a beef programme, which it says is designed to generate more income for beef producers and the economy while also protecting the environment.

National

MPI lost touch

MPI boss Ray Smith says with the advent of the climate change proposals and the new essential fresh water regulations,…

Farmer fined for bovis breach

Failure to follow directives not to move stock because of the Mycoplasma bovis threat and breaking NAIT rules has landed…

$8 on the cards?

An $8-plus milk price for Fonterra farmers this season could be on the cards.

Machinery & Products

Real handy in all situations

Listening to customers across all sectors of agriculture helps the Handypiece team design and engineer options to make its unit…

Film binding now available

The Kuhn VBP 3100 series variable chamber baler-wrapper combination can now be equipped with the patented Kuhn Twin-reel film binding…

» The RNG Weather Report

» Latest Print Issues Online

The Hound

Bad look

OPINION: Your canine crusader reckons something smells really iffy about the move by Beef+Lamb NZ directors to sack the independent…

Out of touch

OPINION: This old mutt has always thought the people who inhabit the nation’s parliament are a weird bunch with very…

» Connect with Rural News

» eNewsletter

Subscribe to our weekly newsletter