NZ Cheese Month

Categories: PR • Strategy

 
 

PR

We have been promoting NZ Cheese Month since 2018. Each year we engage with local media, specialty food stores, supermarkets, cheese stores and cheese companies to help us promote New Zealand-made cheese in recognition of October as NZ Cheese Month.  

PR Results

  • In 2020 we received more than 20 media stories including cheese recipe features across a variety of media including, magazines, radio, newspapers and online.

  • Media highlights included; TV One Breakfast, NZ Herald, Bay of Plenty Times, Hawkes Bay Today, Northern Advocate, Rotorua Post, Whanganui Chronicle, stuff.co.nz, dish.co.nz, thisNZLife.co.nz, FMCG Business and Hospitality Business.

21299 NZ Cheese Month Logo_FA.png
 

Strategy

Marvellous Marketing has delivered a campaign to promote sales of New Zealand cheese every October since 2018 under the NZ Cheese Month banner. We developed a marketing communications strategy which included the following elements: a NZ Cheese Month logo, PR via media engagement, social media, cheese themed recipe content, content on a new cheeseloversnz.co.nz site, newsletters, business to business marketing and event marketing. 

Strategy Results

Cheese samples are shared with media resulting in coverage in 2020 on TV One Breakfast, NZ Herald, regional newspapers, stuff.co.nz, thisNZlife.co.nz, dish.co.nz, Fresh.co.nz, FMCG Business to name a few.

  • We evolved the NZ Cheese Month logo to create a clean, modern logo and introduced a strap line 'Celebrate Local Cheese'. The primary colours of black and gold of the NZ Cheese Month logo complemented the corporate identity colours for the NZ Specialty Cheesemakers Association.

  • We shared the logo widely and it is used by retailers and cheesemakers in point of sale, advertising flyers and digital marketing communications.

  • We worked collaboratively with supermarkets and specialist food retailers resulting in targeted NZ cheese sales promotions and an uplift in sales of New Zealand cheese in all outlets.

  • Each year we develop specialist cheese themed recipes to support publicity and retail promotions.

  • We add new recipe and ‘entertaining with cheese ideas’ to cheeseloversnz.co.nz

  • We develop a digital marketing kit for cheesemakers and retailers with posters, digital social media tiles and memes.

  • In 2020 we launched the Top NZ Cheese Store concept as part of NZ Cheese Month

 
Strategy, PRNicola McConnellCheeseloversNZ, NZ Cheese Lovers, NZSCA, NZ Cheese, Cheese lovers NZ, 2017, 2018, 2019, Marvellous Marketing