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Delivery trucks emblazoned with cows grazing in scenic New Zealand landscapes are a common sight on the streets of Taiwan. The trucks also feature delicious-looking beef dishes, to tell a complete story of grass-fed Kiwi beef, from pasture to plate.
The Beef + Lamb New Zealand initiative has been running since 2008, says the industry-good organisation's Asia markets manager, Helen Fletcher.
The 'mobile marketing' is a cost-effective way to drive brand awareness, she says.
"Whether the trucks are parked outside restaurants and supermarkets or being seen in high traffic areas while out doing deliveries, they are keeping New Zealand grass-fed beef front of mind for consumers."
Taiwan is New Zealand's largest beef export market for prime cuts. Local beef promotions focus on building and defending New Zealand's market position against strong competition from Australia and the USA.
Beef + Lamb New Zealand created the New Zealand grass-fed beef brand in Taiwan in 2007 to distinguish Kiwi beef from other products in the market.
The English translation of our marketing slogan is: "New Zealand grass-fed beef – your lean and tender choice bred in nature's pastures." The brand also supports the 'three-low' message popular in North Asia – our beef is low calorie, low cholesterol, and low fat.
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