Outstanding NZ Food Producer Awards
Awards
Marvellous Marketing are specialists in organising and managing awards. In 2016 we identified a gap in the market for a new food awards that celebrated great Kiwi products and the people who grow and/or make these products. Later that year we launched the Outstanding NZ Food Producer Awards with the first judging held in March 2017. The Awards are now five years old and in 2021 over 300 products were entered.
We manage all aspects of these awards including:
Promoting and managing entries
The judging process
Publicity
Social Media
Website
Monthly newsletters
Database development
Champions Party
Media and media partnerships
Sponsorship
Certificates and Trophies
Results and feedback to entrants
Awards stickers
Digital marketing kits
Branding
As owners of the Outstanding NZ Food Producer Awards, Marvellous Marketing developed a brief for the Awards logo and graphics and collaborated with a graphic designer to bring their vision to life.
Branding Results
The logo developed balances brand with recognition of media partner NZ Life & Leisure.
The logo is clean and modern and able to be used in a medal format for on-pack stickers.
The Outstanding NZ Food Producer Awards logo includes elements of craft and handmade with clever use of fonts and a bright colour palette selection to reflect the vibrancy of New Zealand food producers and their products
The Outstanding NZ Food Producer Awards brand includes a range of vibrant, modern food related graphics and symbols for key judging categories – Earth, Water, Paddock, Dairy and Drink.
Events
Each year we organise a Champions Party for the Outstanding NZ Food Producer Awards to acknowledge gold medal winners, special award winners and category champions. The most recent event was held in June 2021 at The Glasshouse in Auckland.
Each year we run a series of consumer targeted foodie events which include 'Winner Dinners' to showcase winning products from the Awards.
2021 Awards Event Results
More than 150 attendees, including food and drink producers from throughout New Zealand and food and lifestyle media, judges and sponsors .
The menu featured winning products from the 2019 Awards prepared by the team at The Glasshouse. The menu was matched to sponsor product from Giesen Wines and Emerson’s craft beer.
We created video of the Awards event as well as photographs which were widely shared.
Over 30 media stories promoting winners including recipe features, NZ Life & Leisure (editorial features), print and radio interviews and digital clips across stuff.co.nz, thisNZLife.co.nz, Otago Daily Times, FMCG Business, Hospitality Business and more…..
Special promotions with sponsors; Farro, Emerson's,Giesen Wines, Coast, NZ Life & Leisure and Seafood New Zealand.
Special feature in the June issue of the Farro Feast newsletter highlighting a range of 2021 gold medal winners.
Over 1,000,000 Outstanding NZ Food Producer Awards 2020 and 2021 medals affixed on-pack to award-winning products.
Content
To help promote the winners of the Outstanding NZ Food Producer Awards we have a monthly newsletter, prepare online content via blogs, create and share video online all integrated with our social media activity.
Content Results
We create a variety of engaging content including recipes, stories, a Meet Your Maker feature, New on Shelf, Recipes, Events and Competitions.
We have an open rate of 29%.
A reader survey in 2020 showed that the newsletter is a main source of information on new food producers and their products.
July 2019 Issue
Social
In 2017 we established a Facebook page for the Outstanding NZ Food Producer Awards. Our objectives with this page are to encourage greater purchase of locally made food and drink products and to promote New Zealand food producers and their products. This is achieved with the development of a creative content calendar which engages consumers via a mixture of posts including events, producer news, recipes, information, humour and promotions.
Social Media Results
Since October 2017 we have grown Facebook followers from a nil base to over 5,645.
Engagement is regularly higher than the pages Outstanding NZ Food Producer Awards monitors itself against.
We use Facebook to help us grow the Outstanding NZ Food Producer Awards database, this now has over 14,000 foodies registered and continues to grow.
Strategy
In 2016 we identified the opportunity to launch the Outstanding NZ Food Producer Awards to celebrate local kiwi primary produce and added value products. We have had over 500 products entered into these Awards in the first three years of judging. Medal winners and category champions report strong sales and growth in distribution opportunities locally and in export markets as a result of winning an Outstanding NZ Food Producer Award.
STRATEGY RESULTS
We developed the Outstanding NZ Food Producer Awards brand and brand identity.
We have worked with NZ Life & Leisure magazine and thisNZlife.co.nz for five years as our primary media partner to share the stories of winning food and drink producers.
We have built a stable of loyal sponsors including Farro, Giesen Group, Emerson's Craft Beer, Coast (NZME), FMCG Business and Label & Litho.
We work with Farro to stock and promote award-winning products from our Awards.
We have built a strong foodie database of 14,000 plus members who receive a monthly newsletter about the Awards, producer profiles, new products, events and promotions.
We have over 5,645 followers on Facebook.
We have sold over 2.5 million Outstanding NZ Food Producer Awards medal stickers since the 2017 Awards. We also offer a licensing opportunity for producers to print our Awards logo on-pack at production.
We run a range of consumer focused events each year (Winner Dinners, Cooking Classes) where our outstanding food producers can showcase their winning products.
We provide food producers a digital marketing kit with digital and social media tiles.
