LA focus for grass-fed beef campaign

ANYONE DRIVING AROUND LOS Angeles County over the next few weeks will soon become very familiar with the attributes of New Zealand’s grass-fed beef.

Until mid-May, 24 billboards will be strategically plotted around the county in high traffic areas and within close proximity to retailers selling branded NZ grass-fed beef products from companies including First Light and Silver Fern Farms.

This is just one of the initiatives Beef + Lamb New Zealand’s (B+LNZ) origin brand, Taste Pure Nature, is carrying out, either on its own account or in conjunction with processing companies, as it builds awareness, preference and ultimately sales for NZ grass-fed beef.

Taste Pure Nature’s Marketing Manager, Elise Le Compte, says a previous billboard campaign generated over 130 million impressions and she expects this number to increase this year with more targeted locations added to the mix.

In September last year, B+LNZ and Silver Fern Farms collaborated on a three-week joint campaign promoting grass-fed beef through Silver Fern Farm’s direct-to-consumer e-commerce platform. The campaign resulted in a 247% increase in website traffic, a 291% increase in beef products sold and a 254% increase in beef revenue.

Le Compte says promotional tactics included curated beef bundles, a promotional product offer, paid digital media, social media, email marketing and an online influencer campaign.

At the same time B+LNZ and ANZCO joined forces in Beijing to promote NZ grass-fed beef in high-end supermarket chain, 7-Fresh.

This week-long co-branded campaign lifted sales of ANZCO’s grass-fed beef three-fold, with an on-going increase in weekly sales since the campaign ended.

• Supplied by Beef + Lamb NZ.