Client | New Zealand Lamb
Campaign | A National Obsession
The brief
Create and develop an integrated campaign for New Zealand Lamb.
The Idea
Highlighting the personalities and character traits of New Zealanders within the lamb industry, we revealed the nation’s obsession for lamb, from paddock through to plate. The campaign evolved across Press and Trade ads, TV spots and digital executions.
Skillset
Concept
Art Direction
Design
Press Ads
Featured in Good Food Magazine, The Observer, Woman’s Weekly and Red Magazine.
Further press ad concepts were created to form a series.
TV Spots
Sponsorship on the Food Channel introduced the characters of Stu and Don, who through a series of sketches show what lamb means to them.
Enriching the campaign online
Michelin star New Zealand chef Peter Gordon showed how to create beautiful lamb dishes. Peter’s recipes launched a new online recipe portal, which encouraged people to submit and rate lamb dishes.
Revealing the true obsession
We produced documentary shorts of real life New Zealand farmers, giving a glimpse into their
day-to-day lives and commitment to their profession.