Client: New Zealand Lamb
Although New Zealand Lamb remains popular with British consumers, the brand wanted to ensure it remained front of mind and boost its brand awareness.
To do this, New Zealand Lamb created a unique partnership with the Food Network which gave the brand unparalleled cut-through with its audience in a relevant and targeted way.
New Zealand Lamb will be the only advertiser on the channel appearing on air every 15mins for 92 days, this sponsorship is a first for the brand.
To maximise the partnership, New Zealand Lamb tasked GyroHSR with creating an integrated campaign to bring the secret of New Zealand Lamb’s quality, flavour and all round deliciousness to life.
The creative execution was built around the funny, and rather mysterious nature, of the Kiwi obsession with producing outstanding quality lamb
At the heart of the campaign are the Food Network idents, each of which gave British viewers a little glimpse of New Zealand‘s national obsession and their profound love of producing quality lamb.
To support the takeover of Food Network, GyroHSR has created press advertising which integrates the creative concept across key titles including Conde Nast Traveller, Country Living, Good Housekeeping, Radio Times, BBC Good Food and Observer Magazine. T
he entire campaign was backed up by the revitalised New Zealand Lamb’s website (national-obsession.com) which featured engaging new content and film footage, as well as a completely new look and feel.