SHARING OUR FOOD & BEVERAGE STORIES WITH THE WORLD
VERSION 2.0
CAMPAIGN TOOLKIT
3 ABOUT THIS GUIDE
4 WHY DO WE NEED TO TELL OUR STORY?
5 WHAT IS THE ESSENCE OF OUR STORY?
6 MADE WITH CARE CONCEPT
7 CAMPAIGN STAMP
13 KEY MESSAGES
30 HERO VIDEO
33 SOCIAL MEDIA
40 IMAGES AND VIDEO FOOTAGE
48 INFOGRAPHICS
50 SOME INSPIRATION
53 GET IN TOUCH
CONTENTS
This guide is designed to help
you engage with, and leverage,
the MADE WITH CARE global food
and beverage campaign. Whether
you're an export-focused business,
an industry association, or an
individual or agency in a position
to promote New Zealand's food
and beverage capabilities to the
world, this is for you.
This guide provides the background
and creative rationale for the
MADE WITH CARE concept, as
well as an overview of the campaign
toolkit assets and guidance on
how they can be used.
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3
ABOUT
THIS GUIDE
4
WHY DO WE NEED TO TELL OUR STORY?
The global health pandemic has hit
the world hard. It is a time of great
uncertainty and change for us all.
New Zealand is being recognised
internationally for the way we have
managed COVID-19, reinforcing the
global perception that we are a safe
country. We need to build on this
positive sentiment and use it to
promote our world-class food and
beverage industry abroad, and in
turn help strengthen our economy.
Now more than ever, consumers
are looking for safe, nutritious and
premium quality food and beverage
that is ethically produced and tastes
good too. New Zealand's combination
of exceptional natural resources and
experienced food producers sets
us apart and perfectly positions us
to meet the needs of consumers.
The New Zealand Government is
determined to make a success of this
campaign, but we can't do it alone.
Our response to COVID-19 has taught
us that we are all stronger if we
work together. We're encouraging
all New Zealand businesses to play
a part, be it small or large, to help
grow awareness and drive preference
and demand for our food and
beverage products across the world.
5
The positioning line for the New Zealand F&B brand campaign is
MADE WITH CARE HANGAIA E TE MANAAKITANGA.
We care deeply about the way we
produce our food and beverage. Care is
what drives us to ensure it is outstanding,
tasty, premium quality, safe, nutritious
and ethical. New Zealand is blessed with
exceptional natural resources and an
environment that’s perfect for producing
food and beverage.
But what distinguishes our products
from others is the unique connection our
people have with the land and sea. In Māori
culture this connection is described by
the principle of taiao, which acknowledges
the interconnectedness of people and
the natural world if the natural world is
healthy, so too are the people.
It is the care inspired by this connection
that enables us to turn our natural
advantage into truly outstanding food
and beverage that consumers around
the world know they can trust. Care is
the essence of our story.
At the heart of our message are three
core values:
Kaitiakitanga we are guardians,
caring for people, place and planet,
now and for future generations.
Manaakitanga we care for others
and always show hospitality, kindness,
generosity, support and respect.
Ingenuity we challenge the status
quo with original and bold solutions.
So, our story has been developed
to identify the unique attributes that
New Zealand offers to consumers
around the globe and the reasons
they should choose food and
beverage from New Zealand.
WHAT IS THE ESSENCE OF OUR STORY?
MADE WITH
CARE CONCEPT
Creative rationale
! Premium quality is implied rather than explicit, as the line suggests attention
to detail and craftsmanship.
! The MADE WITH CARE line suggests a close relationship between the producer
and what they produce, bringing the principle of taiao alive.
! Care is a sentiment our food and beverage producers are passionate about.
! Safety and sustainability are at the heart of our offer.
! The concept can be extended to speak to the care we have for the people
consuming our F&B a positive sentiment in a COVID world.
! MADE WITH CARE translates well into multiple languages important for
a global campaign.
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Products MADE WITH CARE are outstanding, they are safe, tasty,
nutritious, ethical and of premium quality.
MADE WITH CARE
Respect
Control
Manage
Protect
Trust
Kaitiakitanga
Nurtured
Formed
Created
Grown
Raised
CAMPAIGN STAMP
A GRAPHIC DEVICE TO VISUALLY ALIGN YOUR CAMPAIGN
We have created this campaign
stamp to give visual connection
and consistency across all parts
of the campaign from the hero
video to the social tiles and
everything in between!
CAMPAIGN STAMP
This campaign stamp can be used on all marketing
collateral and communications connected to the
MADE WITH CARE campaign.
We are asking New Zealand businesses to use this stamp in the
promotion of their own brand as part of the collective approach
of promoting all New Zealand products.
New Zealand businesses criteria for usage
Any product being promoted under this campaign stamp
must be made, grown, raised or harvested in New Zealand.
The product or brand being promoted under this stamp
must be owned by a registered New Zealand business.
The stamp can be used on printed materials i.e. posters,
flyers, recipe cards and to support any advertising banners
on e-commerce sites.
Please note the stamp cannot:
be directly printed on any of your product packaging
be printed as part of a business card
appear alongside any individual product listing on
e-commerce sites.
We have created this campaign
stamp to give visual connection
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Transparent
Use on images or coloured backgrounds.
Semi-transparent
Use on busy images to improve legibility.
Solid
Use on busy images to improve legibility.
The ideal placement for the MADE WITH CARE campaign stamp is over a hero image.
If placing the stamp on top of a plain image, use the transparent stamp.
If the image is busy, then use the semi-transparent or solid version.
When using the stamp, always make sure NEW ZEALAND appears at a legible size.
WHITE LINE CAMPAIGN STAMP
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HOW TO USE THE CAMPAIGN STAMP
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BLACK LINE CAMPAIGN STAMP
Transparent
Use on images or coloured backgrounds.
Semi-transparent
Use on busy images to improve legibility.
Solid
Use on busy images to improve legibility.
The ideal placement for the MADE WITH CARE campaign stamp is over a hero image.
If placing the stamp on top of a plain image, use the transparent stamp.
If the image is busy, then use the semi-transparent or solid version.
When using the stamp, always make sure NEW ZEALAND appears at a legible size.
HOW TO USE THE CAMPAIGN STAMP
11
LANGUAGE
VARIANTS
ENGLISH
CHINESE
INDONESIAN
THAI
VIETNAMESE
LATAM PORTUGUESE
LATAM SPANISH
C LI CK TO DO WN LO AD EN GL IS H S T AM P
For Viet Nam, Indonesia and Thailand use the translated or English version.
For Japan, South Korea and Singapore use the English version.
C LI CK TO DO WN LO AD LA NG UAG E S T AM PS
To give visual connection and
consistency across all parts of the
campaign, download the English
or country-specific MADE WITH
CARE campaign stamps.
Please DO NOT alter the
stamp or use parts of it for
anything else.
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LANGUAGE
VARIANTS
ARABIC
EU SPANISH (PLURAL)
EU SPANISH
(PLURAL)
(PLURAL)
DUTCH
TURKISH
ITALIAN
RUSSIAN
EU SPANISH (SINGULAR) FRENCH
(SINGULAR)
(SINGULAR)
FRENCH
FRENCH
GERMAN
C LI CK TO DO WN LO AD EN GL IS H S T AM P
C LI CK TO DO WN LO AD LA NG UAG E S T AM PS
To give visual connection and
consistency across all parts of the
campaign, download the English
or country-specific MADE WITH
CARE campaign stamps.
Please DO NOT alter the
stamp or use parts of it for
anything else.
KEY MESSAGES
COPY TO HELP YOU COMMUNICATE YOUR STORY
USING KEY
MESSAGES
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This messaging can be woven into your own marketing
collateral and customer engagements to help clearly
communicate the MADE WITH CARE concept and what
makes New Zealand food and beverages so exceptional.
Brief distributors
Use the messages and examples to explain to your in-market distributors
what makes New Zealand food and beverage so exceptional.
Leverage through social media
Support your social media campaign with these messages, or use the
same themes to create your own social campaign.
Educate staff
Educate your staff about attributes that make New Zealand food and
beverage so outstanding.
15
This is the long copy
introduction to our concept
and sets up the proposition.
You can use the long or short
version as you see fit.
LONG
INTRODUCTION
MADE WITH CARE HANGAIA E TE MANAAKITANGA
New Zealand producers have a special connection to the land and sea; a relationship founded
on care and respect, and an inherent understanding that when nature thrives, we all thrive.
When combined with Aotearoa New Zealand’s lush, green pastures and fertile soil, and
expansive coastline with its cool, clear waters, the results are truly outstanding world-class,
great-tasting and nutritious ingredients, from a country and people you can trust.
! Sustainability is at the forefront of our industry. Guided by the Māori principle of
kaitiakitanga, we work to protect and safeguard the land, the sea and our people, now
and for future generations. We are committed to not just playing our part in reducing
our environmental impact, but to leading the change.
! Food safety is paramount to New Zealand’s food and beverage producers.
As a country, we have stringent food-hygiene standards and practices, and we employ
a range of advanced technologies and quality controls to ensure only the highest-quality
products leave our shores. Put simply, you can trust food and beverages from Aotearoa
New Zealand.
! We breed world-changing food innovation from carbon zero milk to sheep that emit
less methane, from nutritionally superior apples through to distinctive, red-fleshed kiwifruit,
and honey that can’t be found anywhere else on the planet.
We are always striving to offer products that are better for you, and for the world.
Nā tō rourou, nā taku rourou ka ora ai te iwi
With your food basket and my food basket the people will thrive
C LI CK TO DO WN LO AD WO RD DOC UM ENT
LONG COPY
16
This is the short copy
introduction to our concept
and sets up the proposition.
You can use the long or short
version as you see fit.
SHORT
INTRODUCTION
MADE WITH CARE HANGAIA E TE MANAAKITANGA
Here in Aotearoa New Zealand, we share a special connection to the land and sea.
It’s a relationship founded on care, respect and an understanding that when nature
thrives, we all thrive.
When combined with our lush, green pastures, fertile soil and cool, clear waters, the
results are incredible outstanding, great-tasting and nutritious food, from a place
you can trust.
New Zealand food is:
! Safe
! Tasty
! Premium quality
! Nutritious
! Ethical
Nā tō rourou, nā taku rourou ka ora ai te iwi
With your food basket and my food basket the people will thrive
C LI CK TO DO WN LO AD WO RD DOC UM ENT
17
CONSUMER
INSIGHTS
Why choose New Zealand food and beverage?
Our recent food and beverage market research and insights
show that while the priority order of consumers’ needs have
changed in the current climate, the needs themselves remain
fundamentally the same.
Consumers are looking for food and beverage that is:
! Safe
! Tasty
! Premium quality
! Nutritious
! Ethical
The copy on the following pages provides messaging that
speaks to these key consumer needs/benefits and is designed
to supplement the sub-sector messaging.
18
New Zealanders have a reputation for being highly trustworthy
people who genuinely care about doing the right thing even
when nobody’s watching. We put integrity at the centre of
everything we do, and we truly value our relationships, to the
land, to the animals, to our customers and to the future
generations to come.
A world leader in food safety and product traceability,
New Zealand is a trusted supplier of quality products and
ingredients to more than 140 countries. Our highly transparent
and rigorous food safety system, overseen by the New Zealand
Government, includes clear food safety laws that apply across
the food production supply chain. It ensures food is safe to eat,
risks are identified and managed, and that New Zealand’s
reputation for stringent food safety is upheld. Any food
exported from New Zealand must also meet strict export laws.
A New Zealand dairy company was the first in the world to be
able to electronically trace its products anywhere on earth
within minutes. Its system spans 12 countries, 250 operations
and has 430,000 electronic sensors allowing its customers to
better understand where a particular product is from, how it’s
produced and its journey through the supply chain.
Thanks to our geographic isolation, New Zealand is one of the
world’s best locations for marine farming. Our pathogen-free
aquatic environment and absence of inorganic toxins means
that we are one of just a few countries where shellfish do not
require depuration prior to processing. And any aquaculture
product originating from New Zealand can be traced back to
the farm it grew in, the date it was harvested, and when and
where it was processed.
SAFE
C LI CK TO DO WN LO AD WO RD DOC UM ENT
19
What do you get when you combine New Zealand's young,
nutrient-rich soil, lush pastures, temperate climate and
unspoiled coastlines with cool, clear waters, and combine
it with the care, attention and expertise of our producers?
Delicious, world-class food and drink bursting with
incredible flavour.
What makes it taste so extraordinary is the special relationship
our producers have with the natural world, and the inherent
understanding that when nature thrives, so too do the people.
This connection sits at the heart of their commitment to caring
for the land and sea, and results in some of the freshest,
tastiest food and drink the world has to offer.
New Zealand producers strive to use environmentally
sustainable methods and processes, and seek to find natural
alternatives where possible. We have embraced innovative
ways of farming that involve less intervention, such as better
grazing methods that help to restore the soil, as well as
conserving and improving biodiversity. As a country, we have
avoided genetically modified organisms (GMO) in our fresh
produce, enabling us to grow fruit and vegetables that are
pure and natural.
New Zealand food and drink is consistently award-winning,
from grass-fed Wagyu beef and sweet, juicy apples, through
to premium spirits and distinctive wines that boast intense
varietal flavours thanks to our spectacularly varied landscape.
TASTY
C LI CK T O DO WN L OA D WO RD D OC UM EN T
20
New Zealand exports more than half the food we produce,
delivering premium-quality food and beverage products to
millions of people in more than 140 countries. Generations
of knowledge and experience mean our people know how
to get the very best from nature, which might explain why
we are the world’s biggest dairy exporter and known around
the globe for our lamb, beef, apples, kiwifruit, wine, honey,
rock lobster, and processed foods.
As an island nation with stringent biosecurity controls,
New Zealand is free of a wide range of animal diseases
and major pests, meaning our orchards and farms are
a top source for spray-free produce.
With a long history of innovation, New Zealand companies
continue to develop world-leading technology that addresses
efficiency and sustainability, and introduces best-practice to
the food and beverage industry.
In 1882, New Zealand sent its first successful frozen meat
shipment around 5000 carcasses to the UK, using a coal-
powered freezing plant that cooled the entire hold. The voyage
was a success and would pave the way for the trade in frozen
meat and dairy products, which went on to become the
cornerstone of New Zealand's 20th century economy.
In 2016, a New Zealand company designed a packing system
that packs apples at twice the speed of a human (120 apples
per minute), ensuring the produce is fresh and in the best
condition possible when it reaches the consumer. The company
also developed a robotic kiwifruit harvester that helps to
pick some of the more than three billion kiwifruit harvested in
New Zealand each year, while ensuring optimal fruit handling.
Another company focuses on controlled-environment
agriculture and has developed products that help growers
achieve high-quality yields with minimal impact and waste,
with the ultimate aim of being free of pesticides and reducing
water usage and food miles.
PREMIUM QUALITY
C LI CK T O DO WN L OA D WO RD D OC UM EN T
21
New Zealand’s strong sunlight and low levels of air pollution
mean that plants have to work hard to build up protection
from the sun. As a result, New Zealand-grown plants and fruit,
particularly grape seeds, kiwifruit and blackcurrants, have
higher levels of antioxidants and polyphenolic compounds
which can offer protection against the development of a range
of diseases.
New Zealand’s horticulture industry is constantly innovating
and investing in new growing techniques, and varieties and
cultivars of fruit and vegetables. We introduced the world’s
first snack-sized apple with 65 percent more potassium,
19 percent more energy and 10 percent more fibre than the
average apple, as well as the brand-new red-fleshed kiwifruit,
rich in anthocyanin, which gives the fruit its distinctive red
flesh along with cardiovascular and cognitive health benefits.
Our breeding programmes cover a wide variety of fruit and
vegetables, including blackcurrants and kumara focusing
on cultivars that produce high concentrations of compounds
associated with human health benefits.
New Zealand seafood is known for its nutritional qualities,
too. New Zealand’s King salmon has the highest natural oil
content of all salmon a rich source of healthy omega-3.
Among our aquaculture products, the green-lipped mussel,
native species found only in New Zealand waters, is
considered a superfood and is known to contain significant
anti-inflammatory properties.
New Zealand’s unique mānuka honey has been the focus
of extensive scientific research evidencing remarkable
natural properties, making it sought after the world over.
The mānuka plant has been used by Māori as natural
medicine for generations to treat wounds and burns,
soothe digestion and help reduce inflammation.
We offer other nutritionally superior products too. Because
our cows are primarily grass-fed and free to roam, their milk
is high in protein, mineral and vitamin content.
NUTRITIOUS
C LI CK T O DO WN L OA D WO RD D OC UM EN T
22
Sustainability is at the heart of New Zealand’s food and
beverage industry and our farmers, growers, fishers and
producers are deeply committed to not just playing our part in
reducing our environmental impact, but to leading the change.
Kaitiakitanga, the Māori concept of care for people and place,
now and for future generations, underpins everything we do.
We view the wellbeing of our ecosystems and our people as
all part of an interconnected whole.
Our seafood industry is considered the gold standard when
it comes to sustainability; our globally recognised,
pioneering fisheries management system covers almost
100 commercial species, with 94 percent of New Zealand’s
commercial catch coming from sustainable stocks.
New Zealand’s wine industry is known for its environmental
efforts, too. Ninety-six percent of our vineyard area is certified
sustainable, with a growing number of vineyards achieving
organic or carbon neutral status.
Our animal welfare standards rank among the world’s best, and
strict biosecurity and quality control processes and geographic
isolation have resulted in an animal disease-free status
recognised by the World Organisation for Animal Health.
New Zealand’s farmers are dedicated to making our farms
more environmentally and socially sustainable from actively
investigating ways to lower methane emissions from livestock,
including breeding for genetic improvement and experimenting
with changes to pasture grasses and supplementary animal
feeds, through to producing carbon zero milk and extensively
planting native vegetation on farms and protecting sensitive
waterways and wetlands.
Our drive to reduce the impact on our natural resources by
embracing technology and innovation has also led to greater
productivity and eco-efficiency gains, particularly in the sheep
and beef sector. Since the 1990s, both sheep and beef cattle
numbers have declined significantly, along with absolute
greenhouse gas emissions from sheep and beef farms
they are 30 percent below 1990 levels while the sector’s
contribution to GDP has more than doubled to NZ$7 billion.
ETHICAL
C LI CK T O DO WN L OA D WO RD D OC UM EN T
WINE
This copy is specific to the wine
sub-sector and dives a little
deeper with key messages.
Use this copy as a basis to create
your own copy that is relevant to
your market and activity.
23
World class, sustainable and delicious we’ll drink to that!
Great wine stories start with the land. New Zealand offers young soils, dramatic
landscapes from the subtropical north to the mountainous south and a maritime
climate with long sunshine hours and nightly sea breezes. The proximity of New Zealand
vineyards to the ocean has a pronounced effect on the character of our wines. Combined,
these elements produce a diverse array of distinctive, high-quality wines that develop pure,
intense varietal flavours.
New Zealand winegrowers tread lightly on the land, letting what’s good remain at its
very best. Ninety-six percent of our vineyard area is certified sustainable by Sustainable
Winegrowing New Zealand, and a growing number of vineyards have achieved organic
or carbon neutral status, too.
Continued innovation and a commitment to research and development is evident from
the vineyard to the winery. Along with sustainability leadership, New Zealand continues
to pioneer advances, such as canopy management, stainless steel fermentation techniques,
natural alcohol-lowering technology and the use of screwcaps.
Our wine is world class and we consistently place highly at international wine awards.
At the world’s most rigorous wine competition, the 2020 International Wine Challenge,
New Zealand ranked third best in the world for its wine, scooping up 14 gold medals
and 287 medals overall in the first round.
Sauvignon blanc was the first wine to put New Zealand on the map, and it has developed
a cult following with millions around the globe. The world’s love for New Zealand wine
continues to grow as wine lovers discover the diverse range of varieties on offer, including
our expressive pinot noir, refined chardonnay, and refreshing pinot gris and rosé.
C LI CK T O DO WN L OA D WO RD D OC UM EN T
DAIRY
This copy is specific to the dairy
sub-sector and dives a little
deeper with key messages.
Use this copy as a basis to create
your own copy that is relevant to
your market and activity.
24
Safe, nutritious and always innovating
New Zealand’s milk products come from a good place. Our rich soils, climate and abundant
water create the perfect environment for pasture-fed dairy cows, with space to roam. It’s our
quality and care at every step that sets our dairy apart. We are passionate about sharing our
full-flavoured and nutritious dairy products with the world. We produce everything from
butter, cheese and ice cream through to sports nutrition and infant formula. And we’re also
proud to offer our premium sheep and goat milk products with all the goodness and
trusted quality of our traditional dairy industry.
While simple, natural goodness is at the heart of everything we produce, we continue to
pursue innovation and explore new ways of doing things. Innovative products such as instant
mozzarella and chef-ready creams make life easier for our food service customers, while new
probiotic and specifically designed nutritional products support the health and wellbeing of
consumers at all stages of life.
We pride ourselves on our rigorous hygiene, food safety and quality standards, and we are
home to the first dairy company in the world to be able to electronically trace products
anywhere on the planet within minutes.
New Zealand dairy farmers are deeply committed to caring for people, animals and land.
Our pasture-based farming, with high biosecurity standards, means a lower carbon footprint
for our milk, and it helps our animals to stay healthy. Our culture is one of always striving to
do even better. Working to protect and preserve our natural environment is important to us.
Fencing waterways, undertaking riparian planting, and actively working to improve efficiency
of water and nutrient use are just some of the things we do to help care for the environment.
C LI CK T O DO WN L OA D WO RD D OC UM EN T
SEAFOOD
This copy is specific to the
seafood sub-sector and dives a
little deeper with key messages.
Use this copy as a basis to create
your own copy that is relevant to
your market and activity.
25
Safeguarding our seafood, now and for the future
New Zealand’s long coastline and cool, clear, nutrient-rich oceanic waters produce
outstanding seafood of phenomenal flavour and trusted quality. The sustainable
management of our precious resource lies at the heart of our industry with the Māori
concept of kaitiakitanga or guardianship guiding the way we work with the sea and
ensuring its bounty is preserved for generations to come. New Zealand is globally
recognised for its pioneering fisheries management system, which covers almost 100
commercial species and ensures 94 percent of New Zealand’s commercial catch comes
from sustainable stocks. From line-caught fresh fish through to innovative aquaculture
and world-first Precision Seafood Harvesting technology, our industry is always striving
to minimise its impacts on the marine environment and improve its practices.
New Zealand produces an abundance of rock lobster, mussels, hoki, squid, salmon, paua
and tuna, and exports to more than 100 countries around the world. We are world
leaders in high-quality niche species such as King salmon and our unique Greenshell
mussels, and you can trace any aquaculture product originating from New Zealand back
to the farm it grew in, the date it was harvested, and when and where it was processed.
All aquaculture in New Zealand is rated best choice by the Monterey Bay Aquarium’s
respected sustainability programme ‘Seafood Watch’. With a freshness you can taste,
our seafood is in a class of its own.
C LI CK T O DO WN L OA D WO RD D OC UM EN T
MEAT
This copy is specific to the meat
sub-sector and dives a little
deeper with key messages.
Use this copy as a basis to create
your own copy that is relevant to
your market and activity.
26
Raised just as nature intended
Wide open spaces, a natural environment and year-round outdoor grazing methods
make for healthy grass-fed animals. They give our meat a distinct and tender flavour,
too. Alongside our world-class beef and lamb products, New Zealand is the leading
worldwide source for farm-raised venison, and we also supply top-quality veal,
goat meat and poultry. Almost a quarter of New Zealand’s beef and lamb exports are
Halal-certified, and our leading meat exporters work closely with their international
partners to create products perfectly suited to local tastes and cuisines.
Since the 1990s, the sheep and beef sector has made major productivity and eco-eciency
gains, and is now producing more from less. And it continues to actively work towards
a sustainable future, which includes ensuring every sheep and beef farm has a tailored
environment plan by the end of 2021, with the sector as a whole moving towards carbon
neutrality by 2050.
Our animal welfare standards rank among the world’s best, and strict biosecurity and
quality control processes, together with our geographic isolation, result in an animal
disease-free status recognised by the World Organisation for Animal Health.
We use advanced technology and stringent hygiene processes to guarantee the highest
levels of quality and food safety. Our national electronic certification system tracks meat
products from the factory all the way to the importing country, so you can be sure of
receiving New Zealand meat at its prime and ready to be enjoyed.
C LI CK T O DO WN L OA D WO RD D OC UM EN T
PRODUCE
This copy is specific to the
produce sub-sector and dives a
little deeper with key messages.
Use this copy as a basis to create
your own copy that is relevant to
your market and activity.
27
Pure, natural and GMO-free taste the difference
New Zealand’s temperate climate, fertile soil, clean air and abundant water enables us
to grow a wide variety of fresh-tasting, quality fruit and vegetables that are high in
nutritional value. New Zealand growers produce more than 100 varieties of fruits and
vegetables, including kiwifruit, apples, cherries, berries, stone fruit, avocados, onions,
butternut squash, garlic, tomatoes, asparagus, carrots and much more, exporting to
more than 120 international markets.
Hardwired to innovate and never satisfied with the status quo, New Zealand has
introduced a number of new and delicious fruit varieties to the world, including a
distinctive red-fleshed kiwifruit, and the first highly nutritious, snack-sized apple,
which also contains 65 percent more potassium, 19 percent more energy and
10 percent more fibre than the average apple.
Thanks to some of the world’s most stringent biosecurity regulations, New Zealand
orchards and farms are free of major pests and diseases, making us a world leader
in low residue production. Our Good Agricultural Practice (GAP) quality assurance
programmes provide traceable systems all the way from crop to customer, ensuring
confidence in the integrity and provenance of our products.
C LI CK T O DO WN L OA D WO RD D OC UM EN T
HONEY
This copy is specific to the honey
sub-sector and dives a little
deeper with key messages.
Use this copy as a basis to create
your own copy that is relevant to
your market and activity.
28
Diverse, healing and naturally sweet
New Zealand is renowned for its delicious, high-quality honey, gathered from our
beehives up and down the land, from mountain highlands to low-lying pastures.
Consequently, we produce a diverse and varied range, from pale, mild creamed
honeys through to the full-flavoured mānuka and bush honeys. We also produce
honeys that cannot be found anywhere else in the world, like kāmahi, kānuka,
pōhutukawa, rātā, rewarewa and tāwari.
New Zealand mānuka honey is produced by bees that collect nectar from
the mānuka flower native to New Zealand. The most well-known of our honeys,
mānuka has been the focus of extensive scientific research evidencing remarkable
natural properties, making it highly prized by consumers around the globe.
The mānuka plant has been used by Māori as natural medicine for generations,
to treat wounds and burns, soothe digestion and help reduce inflammation.
New Zealand is the only country in the world that has a formal, scientific definition
of mānuka honey, which is administered by the New Zealand Government’s regulator,
the Ministry for Primary Industries. The New Zealand mānuka honey definition
requires all exported mānuka honey to be tested to ensure it’s true to its labelling,
prior to export.
New Zealand honey is used as an ingredient in sports drinks, marinades and sauces,
as well as in a range of health, cosmetic and wellbeing products including
supplements, body washes, soaps, candles and deodorants.
C LI CK T O DO WN L OA D WO RD D OC UM EN T
BEVERAGE
This copy is specific to the
beverage sub-sector and dives a
little deeper with key messages.
Use this copy as a basis to create
your own copy that is relevant to
your market and activity.
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Keeping you refreshed whatever your preference
From beer and cider to spirits, natural juices, soft drinks and sparkling water, New Zealand
beverages have firmly secured their reputation around the world as top-quality products.
Like all our New Zealand products, our beverage difference starts with naturally pure
ingredients, and it doesn’t get any purer than artesian water bottled at the source. We deliver
refreshing spring water to international customers with only the lightest of touches including
the world’s first carbon-neutral certified premium water brand.
Ever the innovators, our producers draw upon a combination of neuroscience and nature to
create a range of functional beverages, including plant-based nootropic drinks designed
to boost brain function and the immune system, with ingredients such as New Zealand pine
bark, blackcurrants and chia seeds.
Then there’s our craft beer industry we now have around 260 breweries and 1600 beers on
offer. These full-flavoured, artisan brews, powered by unique local hop varieties and brewing
expertise and experience, are finding their way to lovers of fine beer around the world.
Our premium spirits scene is thriving. At the prestigious International Wine and Spirits
Competition, a New Zealand gin beat more than 600 other gins to be given the highest
possible accolade in the global industry. Our tonics win awards, too, and are served in some
of the top gin bars around the globe. And with internationally awarded New Zealand rums
and vodkas, our spirits are easily counted among the best in the world.
C LI CK T O DO WN L OA D WO RD D OC UM EN T
HERO VIDEO
OUR STORY CAPTURED IN 60, 30 AND 15 SECONDS
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HERO VIDEO
The video showcases what makes
New Zealand food and beverage
so outstanding and highlights how
the care shown by our people is
what truly sets us apart.
The people featured in the video
are all from the food and beverage
industry and are authentically
sharing what is unique about the
way we create and provide food
and beverage products for our
global consumers.
The video is designed to speak
to New Zealand's food and
beverage proposition at a country
level, rather than profile any one
specific brand or business.
The MADE WITH CARE hero video is available in four lengths: 60, 30 15 and 6 seconds.
C LI CK T O VI EW 6 0 S EC S
C LI CK T O VI EW 3 0 SE CS C LI CK T O VI EW 1 5 S E CS C LI CK T O VI EW 6 SE C S
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HOW TO USE
THE VIDEO
The MADE WITH CARE hero
video is a great way to set the
scene for your next customer
engagement, or to succinctly
convey what makes New Zealand
food and beverage so unique.
Share via your social media
Share via social media as an effective way to build awareness and engagement with
a wide-reaching audience using the hashtag #NZMadeWithCare.
Embed on your website
A great way to provide an overview of the industry and a wider context of what New Zealand
food and beverage has to offer to support your individual product offering.
Presentation to new distributors
These videos provide an opportunity to ‘set the scene’ and introduce what New Zealand
food and beverage has to offer, which you can then support with your own story.
At trade shows
Use as a backdrop to showcase New Zealand food and beverage and/or in support of
any product groups or single product.
SOCIAL MEDIA
TEMPLATES AND COPY FOR YOU TO SHARE AND LEVERAGE
Help us amplify the MADE WITH CARE campaign
Some simple ways you can help:
! tag your social media posts with the official campaign hashtag #NZMadeWithCare
! follow the MADE WITH CARE Instagram and Facebook channels and reshare our posts
! post some of the MADE WITH CARE ready-to-share social tiles to your social media
channels or use the downloadable template to create your own
! add the MADE WITH CARE campaign stamp to your digital content.
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SOCIAL
CHANNELS
By helping us to maximise the
impact of the MADE WITH CARE
campaign, you're supporting our
food and beverage exporters and
a critical part of New Zealand's
economy. Share our content,
create your own, or simply
encourage other New Zealand
businesses to get involved.
#NZMadeWithCare
@discovernew.nz
facebook.com/DiscoverNew.NZ
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Use our campaign social
media tiles to amplify the
MADE WITH CARE campaign
and its messaging through
your channels.
Sizes available:
1080x1080px, 1080x1350px,
1080x1920px, 1200x630px.
READY-TO-SHARE
SOCIAL TILES
C LI CK T O DO WN L OA D JP GS /W OR D DO CU ME NT
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Use the social tile template to
create your own social post to
leverage the MADE WITH CARE
campaign and its messaging.
The template is created in InDesign
and is set up ready to populate
with your chosen image, headline,
logo and brand colours.
Sizes available:
1080x1080px, 1080x1350px,
1080x1920px, 1200x630px.
CREATE-YOUR-OWN
SOCIAL TILES
C LI CK T O DO WN L OA D IN DE S IG N/W OR D FI LE S
Box colour this box with your brand
colour (example 1) or white (example 2).
Headline copy choose from one of the
supplied headlines or create your own.
Headline font use your company font
(example 3), Knockout (example 1) or
Google font Oswald Medium (example 2).
Headline colour white on dark backgrounds
or black on light backgrounds.
Headline size/position text size can be
adjusted according the length of your
headline. Text is left aligned and can be
moved vertically to fit around your image.
MADE WITH CARE campaign stamp
Download the full selection of stamps from
this toolkit (please read the usage guidelines).
Always use the most visible stamp for your
image. The stamp should be positioned on the
left (example 1) or on the right (example 2).
Your company logo should be in white on
a coloured box (example 1) or in colour
on a white box (example 2).
Image
Use your own image or choose one of the
downloadable images from the library.
Full image template
EXAMPLE 1
EXAMPLE 2 EXAMPLE 3
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CREATE-YOUR-OWN
SOCIAL TILES
Coloured band for the headline and
MADE WITH CARE campaign stamp.
Colour in black (example 1) or with your
brand colour (example 2).
Box colour this box with your brand
colour (example 1) or white (example 2).
Headline copy choose from one of the
supplied headlines or create your own.
Headline font use your company font
(example 3), Knockout (example 1) or
Google font Oswald Medium (example 2).
Headline colour white on dark backgrounds
or black on light backgrounds.
Headline size/position text is left aligned and
positioned as shown. Text size can be adjusted
according the length of your headline.
MADE WITH CARE campaign stamp
Download the full selection of stamps from
this toolkit (please read the usage guidelines).
Always use the most visible stamp for your
image. The stamp should be positioned on
the right.
Your company logo should be in white on
a coloured box (example 1) or in colour
on a white box (example 2).
Image
Use your own image or choose one of the
downloadable images from the library.
Small image template
EXAMPLE 1
4pt white dividing line
Use the social tile template to
create your own social post to
leverage the MADE WITH CARE
campaign and its messaging.
The template is created in InDesign
and is set up ready to populate
with your chosen image, headline,
logo and brand colours.
Sizes available:
1080x1080px, 1080x1350px,
1080x1920px, 1200x630px.
EXAMPLE 2 EXAMPLE 3
C LI CK T O DO WN L OA D IN DE S IG N/W OR D FI LE S
IMAGES AND VIDEO FOOTAGE
FREE-TO-USE LIBRARY OF ASSETS
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The images included in this kit
have worldwide paid media usage
rights and are free for you to use
in your own marketing collateral.
IMAGES
Image colour grade
We have adjusted the colour balance and saturation on all of the MADE WITH CARE
image selects in this document.
The images are richer and brighter, making the landscapes more impactful and the
food more appetising.
If you use your own images, consider adjusting the brightness and colour saturation
to achieve this look.
Original colour grade Made with Care colour grade
C LI CK T O VI EW A L L I MA GE S
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These images set the scene and
introduce New Zealand’s pristine
environment the perfect place
to produce outstanding food
and beverage.
All landscapes should include a
food production element, such
as vineyards or grazing animals,
rather than just empty landscapes.
IMAGES
F&B LANDSCAPES
C LI CK T O DO WN L OA D IM AG E J PG S
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These images show the people
behind F&B production.
It’s important to show the
diversity of our people.
Please make sure that they look
tidy and their clothes are clean.
IMAGES
F&B PEOPLE
C LI CK T O DO WN L OA D IM AG E J PG S
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These images show F&B being
produced. They feature beautiful
raw ingredients, such as grapes
on the vine, honey hives,
vegetables in the field etc.
Please make sure that the food
looks perfect. No marks or
blemishes. If hands are visible,
then nails should be clean.
IMAGES
INGREDIENTS
C LI CK T O DO WN L OA D IM AG E J PG S
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These images show our
outstanding F&B being prepared,
cooked and enjoyed.
Please make sure that good
hygiene is being demonstrated;
clean hands, hair tied back, clean
clothes and tidy kitchen.
IMAGES
COOKING/DINING
C LI CK T O DO WN L OA D IM AG E J PG S
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These images show our
outstanding F&B ready to
eat and perfectly presented.
Please make sure that plates
are clean and table settings
look premium.
IMAGES
PLATED
C LI CK T O DO WN L OA D IM AG E J PG S
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VIDEO FOOTAGE
If you are looking to create your
own video, you can download free
footage here to use in your edit.
Please note that video footage
has agreed usage rights for
either worldwide ALL PAID or
UNPAID media.
Please check the rights attached
to each clip before using it.
C LI CK T O DO WN L OA D AL L M E DI A F OO TA GE C LI CK T O DO WN L OA D UN P AI D ME DI A F OO TA GE
C LI CK T O DO WN L OA D AN I MA TE D ST AM P
Add the animated MADE WITH CARE end
frame to your edit.
INFOGRAPHICS
ILLUSTRATIONS TO BRING OUR F&B FACTS TO LIFE
These infographics can be used
anywhere. They graphically
illustrate key industry statistics
and/or country rankings
that highlight the unique
attributes from New Zealand.
Click below to view the full
suite of infographics.
HOW TO USE THE
INFOGRAPHICS
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Social media
A simple and visual way to share the lesser-known facts of the industry
and include the #NZMadeWithCare when sharing on social media.
Pitch presentations
A great way to visually support any business, investment or
marketing presentations.
C LI CK T O DO WN L OA D PN GS
Key industry statistics
and/or country rankings
New Zealand Fernmark
Supporting copy
Source
Illustration
HOW TO USE THE INFOGRAPHICS
SOME INSPIRATION
HOW OTHERS ARE GETTING INVOLVED
SOME
INSPIRATION
A few inspirational pages of
MADE WITH CARE marketing
from around the globe.
See how companies are getting
on board with the campaign and
using the toolkit.
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SOME
INSPIRATION
Press releases
http://business.scoop.co.nz/2020
/11/12/new-zealands-most-
experienced-family-winery-
proud-to-back-made-with-care/
https://www.fonterra.com/nz/en/
our-stories/articles/made-with-
care-great-cheese-needs-great-
milk.html
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© Copyright New Zealand Trade and Enterprise (NZTE) 2020
While every effort is made to ensure the accuracy of the information contained herein, New Zealand Trade and Enterprise, its officers,
employees, agents and collaborating entities listed in this document, accept no liability for any errors or omissions or any opinion expressed,
and no responsibility is accepted with respect to the standing of any entities or individuals mentioned. New Zealand Trade and Enterprise
reserves the right to reuse any general market information contained in its reports. It is recommended that you seek independent advice on
any matter related to the use of the information.
Get in touch
If you are an NZTE customer and would like further information
about this campaign, please speak to your customer manager.
Alternatively you can email messagesfromNZ@nzte.govt.nz