Furore as Kāinga Ora rules out wool carpets
State housing provider, Kāinga Ora’s decision to rule out the use of wool carpets in social housing has been described as a slap in the face by sheep farmers.
The planned $2 million plus advertising investment from Bremworth is believed to be one of the highest ever from a Kiwi company to support a wool product brand.
The spend will also provide a financial boost for local print, billboards, online and broadcast media titles, in what has been described as a “flat” local advertising market.
The company has appointed media agency, Together, to help develop and implement a series of new campaigns for the domestic and trans-Tasman markets to help elevate wool flooring.
The move follows ongoing upgrades to the manufacturer’s supply chain, which are expected to lift production volumes and help meet growing domestic and global demand for Bremworth’s wool carpet.
Rochelle Flint, chief brand and product officer of Bremworth, says it is hoped the investment will also help stimulate demand for New Zealand wool and help address the decline in domestic production.
She says Bremworth’s research suggests that while three-quarters of homeowners would prefer to have wool in their homes, a similar proportion are not actually purchasing wool – with synthetic flooring continuing to dominate the market.
Flint says with their extended supply chain now in place, manufacturing volumes can be scaled significantly in response to demand, presenting an opportunity to increase conversion and grow market share in both the domestic and Australian markets.
“Our research has identified a segment of homeowners that don't put as much focus on the flooring as they do in rooms like their kitchen or bathroom,” she says. “They may spend thousands on a benchtop but when it comes to carpet, it doesn't enjoy the same prestige.”
Flint says the new campaign is about elevating wool as a flooring option and becoming part of the consideration set for more consumers, and growing wool carpet’s market share through greater conversion at the retail level.
“We want this audience to understand that you live your life on carpet and it is an architectural surface worthy of much more attention,” she says.
“A large part of our campaign messaging will be dedicated to addressing misconceptions about wool that are part of the barrier to purchasing wool,” Flint adds.
“Generations of Kiwis have lived on wool flooring and it has performed extremely well, however, there is a younger generation becoming homeowners now that have never experienced the quality and longevity of wool.”
“This campaign will be about raising awareness and educating these consumers on the benefits of this natural fibre,” she says.
