Beef + Lamb New Zealand, an organization that represents New Zealand's beef and sheep farmers, is launching a multi-million dollar marketing campaign to promote grass-fed, pasture-raised meat to U.S. consumers. Products will be marketed under the Taste Pure origin brand.
Beef + Lamb says it's partnering with leading brands in this effort, including The Lamb Co., which is reportedly the largest supplier of lamb in North America, and has the New Zealand Spring Lamb brand. The organization will also partner with Atkins Ranch, which has Non-GMO Project Verified lamb, and First Light, a company that offers grass-fed wagyu beef.
The multi-faceted marketing campaign will launch in California with online display and video ads, social media, public relations, and a bespoke website with information and recipes. Initially, there will be a strategic focus on Los Angeles and San Francisco.
Related: ‘Natural' Label Most Likely to Motivate Purchase; Organic Valley, Maple Hill Launch Third-Party Certification.
from Industry Operations https://ift.tt/2HKhIFb
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