A Taste Pure Nature “Banquet of Nature” campaign in China has seen Shanghai clearly keen to learn more about New Zealand’s world-leading grass-fed red meat.
Targeting conscious foodie consumers in Shanghai, the Beef + Lamb NZ (BLNZ) campaign showcased the exceptional quality of New Zealand grass-fed beef and lamb with custom video viewing exceeding all expectation.
BLNZ partnered with Shanghai bistro chain Alimentari to launch a limited time “Banquet of Nature” special menu at five popular bistros.
The collaboration’s star ingredients were NZ grass-fed beef from Silver Fern Farms and grass-fed lamb branded Pure South from Alliance Group.
The chefs crafted fusion dishes inspired by NZ’s pristine environment, highlighting the unique flavours and quality of NZ red meat.
BLNZ global manager Michael Wan said it is clear the campaign resonated with Chinese conscious foodie consumers.
“Consumers showed great interest and a strong intention to purchase our products following the campaign.
“Many expressed a deeper understanding of NZ grass-fed beef and lamb and noted the distinct taste difference compared to grain-fed meat.
“In using campaign ambassador Shen Hongfei and his popular Shen’s Dining Room channel, our custom videos had around 21 million views, with over 339,000 engagements,” Wan said.
These popular episodes, shared across Shen’s Chinese social media platforms, had a 160% higher viewership, and “an astounding” 1,298% higher engagement rate compared to one of Shen’s signature collaborations with a well-known international brand in the food and beverage sector.
“We have had an incredible response to these episodes that delved into the grass-fed approach, nutritional value and rich natural flavours of NZ beef and lamb.
“It clearly shows an interest from Chinese consumers to learn more about our world-leading grass-fed red meat and what makes the eating experience so unique.”
The episodes, released on popular Chinese social media channels, provided in-depth insights about the grass-fed approach, nutritional value, and rich natural flavours of NZ grass-fed beef and lamb.
They discussed how to combine health and deliciousness, leading the audience to more intuitively experience the pure nature of NZ and the high quality of beef and lamb.
The campaign gained notable media coverage from Forbes China and Le You TV, with two in-depth interviews having an estimated combined 515,269 impressions.
BLNZ chair Kate Acland said the aim of such marketing activities is to bring NZ beef and lamb into the daily lives of more Chinese consumers.
“We want to enable more Chinese conscious foodie consumers to understand and appreciate the unique value of NZ grass-fed beef and lamb, promote consumption, and strengthen co-operation between China and NZ in the red meat trade sector.”
