Need: Meat New Zealand, the trade board for New Zealand Lamb, needed to grow consumption in its category by changing its image from a slow-roasted, special occasion meat to establishing lamb as a quick-cook, nutritious alternative to other red meat.

Action: CCG launched a public information program nationally to support Meat New Zealand’s campaign- Minutes to Grill—Miles from Ordinary. Tapping a renowned herb and spice consultant, a value-added message was developed around herb rubs as a quick and tasty alternative to marinades. A launch was held for food industry representatives and the media at the New Zealand Embassy in Washington, D.C.

Results: Media results from two-consecutive years scored national placements in major dailies and community newspapers that drove distribution of over 30,000 requests for the free cook booklets each year. Good will and product awareness with key targets such as chefs, restaurateurs, distributors and the media were achieved by the embassy event—now an annual occasion.