Gyro International has won Meat and Wool New Zealand, who has appointed the marketing agency to manage an above-the-line advertising campaign for renowned brand, New Zealand Lamb.
The campaign will cover print, online and radio advertising and includes a supporting website created by the digital division of Gyro International.
New Zealand Lamb had recently begun to focus its brand identity on lifestyles and the versatility of the product. However, Gyro International recognised that provenance is a key differentiator for products such as lamb, and any campaign should leverage the qualities New Zealand and its food industry. Subsequently Gyro International was appointed on the strength of its creative strategy and innovative media plan.
The primary target audiences are certain demographics of the female market. However Gyro International will also aim to embrace a growing number of young professionals who are becoming increasingly interested in cuisine.
Speaking about the appointment, Matt Kitcherside, General Manager of Gyro International, London said: “New Zealand Lamb is a global household brand with a fantastic reputation. We’re looking forward to a long, successful relationship with Meat and Wool New Zealand and helping them cement New Zealand Lamb’s strong position in the UK market.”
John Mabb, UK Market Manager at New Zealand Lamb added: “The New Zealand Lamb brand has been well recognised in the UK for decades now, and our aim in appointing Gyro is to select a creative partner who can maintain and develop its popularity among our traditional, and newer audiences”.
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