Client

Beef + Lamb New Zealand

Work

Advertising Campaign Strategy, Campaign Brand Design, Web Design, Content Creation, Social Media

Brief

Farmers are a passionate and very busy bunch. Beef + Lamb is the farmer-owned industry organisation representing New Zealand’s sheep and beef farmers. They have a deep love and appreciation for their backyard and environment. And they very quickly understand the pragmatic implications and shortfalls of environmental law changes.

Together with volunteer group 50 Shades of Green, they foresaw some unintended consequences with a round of upcoming environmental legislature and wanted the public to know what it would mean to both the farming community and the country.

In collaboration with Latitude, Wonderlab developed a campaign concept that connected a volatile concept with everyday New Zealand for better debate.

A smartphone displays a Facebook post advocating for Kiwi sheep and beef farmers. Surrounding the phone are four postcards with similar yellow-themed designs and supportive messages, all set against a yellow background.
Black background with white and yellow text detailing a campaign's impact. Highlights include: 1,100 emails to Government Ministers and MPs, 5,325 visits to the campaign website, 10,200 social engagements, 3.5 million impressions, and 885,000 first-day impressions on NZHerald.
Three buttons drifting mid-air against a yellow background. One button shows the message "Kiwis backing farmers" in black text on a yellow background. Another button features a yellow megaphone graphic on a black background, while the third button displays its pin-back.
A newspaper page is open showing an article on the left and an advertisement on the right. The ad features a photo of cows grazing in a lush green field, with the bold text "Kiwis backing farmers!" and supportive statements below. The background color of the ad is predominantly black and yellow.
A person views a Beef & Lamb website on a laptop, displaying a banner with "Kiwis backing farmers!" and an image of people working in a field. The site encourages support for farmers, with text urging readers to "Make your voice heard!" and mentions "world leading beef and lamb.
A grid of social media posts with yellow backgrounds. Posts feature images of meat, sheep, a map of New Zealand, and farmers. Some posts include text about meat packs, farming, emissions, and government policies. Icons for likes, comments, and shares are visible.
The objectives

Educate the public on environmental issues from the farmers' perspective: Highlight the unintended consequences that these laws have that undermine their very intent.

The goal

Beef + Lamb New Zealand with 50 Shades of Green needed to highlight the various unworkable environmental reforms proposed by the Government. They wanted to educate and garner public support to pause new regulations while addressing the existing flawed policies.

The process

We looked at the options and quickly realised simple and direct was gold. “Kiwis backing farmers” was born. This wasn’t about policies on paper, it was about connecting people with people.  A series of strong people-focused imagery was teamed with facts and close-ups to enhance story telling across the many topics.

The deliverables

The broad campaign rollout included:

  • Paid and organic media on Facebook, Stuff, The NZ Herald, Instagram
  • Printed and online collateral for posters, billboards, website, direct marketing (DM) response form
  • News media including Breakfast (TVNZ), TodayFM, The NZ Herald, Stuff.co.nz, NZ Farmers Weekly, Rural News, and Otago Daily Times.
Outcome

Great public support and engagement that opened the conversation with Government.

Launch day blitz!

885,000 first day impressions on NZHerald

1,520 first day website visits

Aggregate results

5,325 visits to the campaign website

3.5 million total campaign impressions across press and social media

Ultimate Goal: Increased emails

Within the first month of launching the campaign, 1,100 people emailed Government Ministers and MPs advocating for policy changes.
Support from Government ministers also helped expand the conversation and opened the door for further consultation.