Fillable CAMPAIGN TOOLKIT (New Zealand Trade and Enterprise)

Fill Online, Printable, Fillable, Blank CAMPAIGN TOOLKIT (New Zealand Trade and Enterprise) Form

Use Fill to complete blank online NEW ZEALAND TRADE AND ENTERPRISE pdf forms for free. Once completed you can sign your fillable form or send for signing. All forms are printable and downloadable.

CAMPAIGN TOOLKIT (New Zealand Trade and Enterprise)

On average this form takes 43 minutes to complete

The CAMPAIGN TOOLKIT (New Zealand Trade and Enterprise) form is 82 pages long and contains:

0 signatures
0 check-boxes
172 other fields

Country of origin: NEW-ZEALAND
File type: PDF

Use our library of forms to quickly fill and sign your New Zealand Trade and Enterprise forms online.

BROWSE NEW ZEALAND TRADE AND ENTERPRISE FORMS

Fill has a huge library of thousands of forms all set up to be filled in easily and signed.

Fill in your chosen form

Sign the form using our drawing tool

Send to someone else to fill in and sign.

find another form

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.

ABOUT

THIS GUIDE

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.

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.

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

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

HOW TO USE THE CAMPAIGN STAMP

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

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.

LANGUAGE

VARIANTS

ARABIC

EU SPANISH (PLURAL)

EU SPANISH

(PLURAL)

DUTCH

TURKISH

ITALIAN

RUSSIAN

EU SPANISH (SINGULAR) FRENCH

(SINGULAR)

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

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.

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

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

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.

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

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

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

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

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.

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.

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.

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.

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-eﬃciency

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.

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.

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.

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

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

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.

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

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

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

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

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

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

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

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

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

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

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

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.

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

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

Download
Save PDF to desktop

Email
Email completed PDF

Send for Signing
Email for others to sign

Print
Print document

NAME

CAMPAIGN TOOLKIT (New Zealand Trade and Enterprise)

View Audit Log
Print With Audit Log
Duplicate Document

Fillable CAMPAIGN TOOLKIT (New Zealand Trade and Enterprise)

Fill Online, Printable, Fillable, Blank CAMPAIGN TOOLKIT (New Zealand Trade and Enterprise) Form

First 20 documents completely FREE!