ANZCO’s Waitrose Campaign Showcases Succulent NZ Lamb

June 3 2011

ANZCO Foods, in collaboration with Beef + Lamb New Zealand (B+LNZ) and UK partner Waitrose, conducted a dedicated in-store marketing campaign to promote New Zealand lamb in a fresh and exciting way. This campaign is just one, in a range of ongoing initiatives supported by the United Kingdom Consumer Programme (UKCP) that is jointly funded by B+LNZ and New Zealand meat companies, and targets both traditional UK lamb consumers and younger purchasers who are less likely to select lamb as their first choice of protein.

Heston Blumenthal, acclaimed as one of Britain’s best chefs and the recipient of the coveted three Michelin stars, fronts the promotion of New Zealand lamb in the advertising campaign ‘Sunday Roast recipe’. The Waitrose promotion positions a roast of lamb as a simple, elegant and succulent dish. The strategy entices purchase by both the older loyal consumer with considerable disposable income, and the younger family segment of the market who tend to choose other options, because they lack confidence about how to cook lamb.

Heston is often described as a ‘culinary alchemist’ and the UKCP marketing strategy utilises Heston’s vast product knowledge, superb technical understanding of cooking methods and creative genius to strengthen the image of New Zealand lamb, as a thoroughly irresistible choice for the British consumer.

B+LNZ Chief Executive, Dr Scott Champion said this type of initiative was exactly the sort of activity B+LNZ was keen to support alongside ANZCO to strengthen market development investment.

“The UK market research is telling us to get closer to the consumer and the point of purchase and this work with ANZCO is one of a number of arrangements we have with individual companies where farmer levies are being matched by the industry in the market.”

ANZCO’S Chief Executive Lamb, Graham Parker, recognises the tangible benefits of collaboration to align B+LNZ’s marketing strategy of in-market promotions through retailers such as Waitrose, in order to engage the consumer in a dynamic way at the store level.

“It just makes sense to build on the reputational capital of a world-acclaimed chef like Heston Blumenthal to promote New Zealand lamb through our Waitrose partner.

“Heston’s high profile as a brilliant chef, who is trusted by UK consumers, means that any product he endorses carries with it the confidence, innovation and excellence that are hallmarks of the lamb grown by our ANZCO Waitrose producer group.

“When a superbly talented chef like Heston demonstrates how to cook New Zealand lamb, in a sense the whole sector derives positives from his stamp of approval, and these positives convert into market share, long term.

“We’re very pleased to be part of this campaign and support an industry-wide initiative that builds UK consumer loyalty from the ground up, on the firm foundation of trusted British retailers.”

According to Graham Parker, this is a win-win for brand New Zealand, lamb meat exporters and producers, as it ensures that a co-ordinated strategy promotes and celebrates New Zealand lamb as the obvious and discerning choice for our global consumers.

ENDS

© Scoop Media