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November 1 s t - 1 5 th , 20 18

CASE STUDY

CONTENTS01 HIGHLIGHTS

02 DINE

03 SHOP

04 EVENTS

05 CUSTOMER EXAMPLES

06 MEDIA

HIGHLIGHTS

STRATEGY

New Zealand Week is a concentrated period in the year where custom-ers collectively promote in the China market via channel activations, NZ events and collaborations. By concentrating the promotion, customers benefit from economies of scale and we make a much bigger noise in market than we would going alone. Activations could be in the form of special menus highlighting NZ products or targeted events to promote

brands and engage trade and/or local consumers.

The big idea for New Zealand Week 2018 was to engage more Chinese chains, and groups with regional spread to penetrate cities outside of

Shanghai and improve commercial results for customers in the form of new trials and ‘activations.’

These goals were acheived, with Xiabuxiabu hot pot chain, Yufeiyu Chi-nese seafood restaurant, Superstar (Hongxinhui) Cantonese restaurant and Yuanli hot pot in Shanghai all activating with bespoke New Zealand dishes created especially for the promotion, with many products extend-

ing past the promotion period on the seasonal menu.

Regional penetration of chains was acheived via groups like Marriott who doubled the number of hotels this year and activated in 8 cities, as well as major retail groups like Bailian who spread across Eastern China provinces

like Jiangsu with 30 participating supermarkets.

7

YEAR ON YEAR2016 2017 2018

Cities 2 5 8

Groups 2 18 23

Venues 25 124 225

Customers signed up 40 48 55

Customers engaged 15 20 35

New listings 10 125 223

Activations 20 307 460

0

50

100

150

200

250

300

350

400

450

500

2015.5 2016 2016.5 2017 2017.5 2018 2018.5

New Zealand Week

Cities Groups Venues Customers signed up

Customers engaged New listings Activations

CITIES

GROUPS

VENUES

CUSTOMERS SIGNED UP

CUSTOMERS ENGAGED

PR VALUE (RMB)

NEW LISTINGS

ACTIVATIONS

NPS SCORE

2

20

100

40

25

1 MILLION

40

100

>60%

8

23

225

55

35

1.2 MILLION

223

307

TBC

TARGET ACTUAL

• Groups = hotel/restaurant/café operator with multiple venues/brands e.g. ‘Marriott International’

• Venues = no. of individual outlets participating within those groups + independent venues e.g. ‘egg café’

• Customers signed up is those who said ‘yes’ via Hydra and sent logos and info for the catalogue on time. Engaged customers are those who actively participated in events, responded to comms, had product in venues etc.

• Media value = no. of impressions x 1 RMB per impression • New trials = 1 brand featured in 1 new venue because of NZ week • Activations = Brand featured in existing venue as part of NZ week should lead to an

uptick in sales • NPS score = official NZTE survey answered by NZ customers

KPIS

9

8 CITIES

SHANGHAICHENGDUWUXI

CHONGQINGWUHAN

GUANGZHOU

NANJING

BEIJING

This year regional spread was a focus so we’re happy to have hit 8 major Chinese cities, with many second tier cities showing big potential for our brands. Some of this spread came from doing deals with chains that have regional spread, and some from working with committed partners on the ground.

55 CUSTOMERS

We had a great selection of NZ brands this year across our major categories with participation from major brands and more artisan products. We designed the NZ week brand catalogue to help educate our NZ week channel partners about NZ products and create a direct link for sales leads.

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23 MAJOR GROUPSBullseye

Non-Bullseye

In total 23 groups or ‘chains’ promoted NZ products for the period. Some of these groups had several brands within the group, e.g. Marriott had 14 hotels in 8 cities including Renaissance Nanjing, JW Marriott Chengdu, etc. There were also indepenent venues whose logos are not listed here e.g. First Cellars wine platform and Egg café. These individual venues totaled 225, and many groups have the scale to go even larger in future.

CUSTOMER FEEDBACK“The amazing thing about NZ Week is that Westgold products have been trialed in new restaurants, for NZ brands it’s a really valued event to con-

nect deeper with Chinese partners.”- Lian SHAW, Westgold

“I want to thank you for not only for introducing me to the restaurant but also the distributor”

- Cindy, Easiyo

“CIIE & Qingdao seafood show at the same time. Better if kiwi weeks tim-ing to be more flexible. Potential to spread kiwi week activities out over a

year and different geographical locations?”- PCNZ

“Too much spent on haka group, need to carefully choose hotels to co-operate with especially in tier 2/3 cities for NZ week promotion. Prefer

KOL or social media involved. Maximize the usage of photos and contents about kiwi week.”

- PCNZ

“As a leading NZ iconic brand, Zespri is doing our utmost to promote the best NZ kiwifruit to China and the world. NZ Week is a great platform for

Zespri to help implement our vision.”- Ivan Kinsella, Zespri

“I look forward to next years NZ Week being even bigger” - Angela Du, Fonterra

“NZ week is very good, once a year is not enough!” - Ivy Zhang, Fonterra

13

DINE

The aim of the DINE section is to engage local restaurants to develop special dishes or menus highlighting New Zealand products. This is an opportunity for brands already listed in a particular outlet to ‘activate’ by having a special pop out menu or table talker highlighting the dish. In addition these menus create several new listings as chefs request additional products to fill out their NZ week offer.

Objectives• Strengthen NZ’s relationship with core F&B channels • Increase and expand the NZ offering in target channels• Promote NZ products to target consumers on premise • Innovate and create new concepts for NZ products • Help existing brands to activate in key accounts

HIGHLIGHTS

AIM & OBJECTIVES

• 15 chains from Bullseye engaged • 3 major Chinese chains (Xiabuxiabu hot pot, Yufeiyu, Superstar) • Strong fine dining representation (Jason atherton group, M on the Bund, El Willy)• Great tool to engage with chefs and venues • Shared catalogue with dozens of chefs • Increased NZ brand awareness for trade as well as consumers • Menu development and new concepts created • Creates opportunities for brands to host • Traveling delegations can dine at participating restaurants to show support and strengthen relationship

15

SUPERSTAR

Superstar collaborated with NZ Week to create five star Cantonese dishes made with Premium

New Zealand Seafood. We taught the Superstar chefs how to make Pavlova with NZ Westgold

cream topped with Zespri kiwifruit which is now a best selling dish in their restaurant.

S H A N G H A I

MENU: Multi-course New Zealand themed Chinese dishes highlighting New

Zealand seafood in delicious Cantonese cuisine.

FEATURED PRODUCTS: Future Cuisine | Sealord | IKANA | Oravida | Oceanus |

Westgold | Zespri Kiwifruit | Rooty Moot Ginger Soda

YU FEI YU

Yu Fei Yu is a Chinese restaurant that specialises in roasted fish. For NZ Week their chefs devel-

oped a dish using NZ Oravida Orange Roughy and Anchor Mozzerella Cheese. This dish featured

in 12 restaurants in Shanghai. The Kapa Haka group performed at Yu Fei Yu’s flagship restaurant

to celebrate this partnership with several media guests in attendance.

S H A N G H A I

MENU: Roasted Orange Roughy with Mozzerella Cheese.

FEATURED PRODUCTS: Oravida Orange Roughy | Anchor Cheese

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XIA BU XIA BUC H I N A W I D E

One of China’s favourite Hot Pot chains, Xia bu Xia bu worked with the NZ Week team and An-

chor to create a special cheese ball made with Anchor cheese to feature in 42 of their restau-

rants for NZ Week. There were flyers on every table during the promotional period and a douyin

video campaign. This product is still a top seller in their restaurants and is launching in additional

stores in the new year.

MENU: Shrimp and Anchor Mozzarella cheese balls. To be cooked in Xia bu

Xia bu Hot Pot spicy broth!

FEATURED PRODUCTS: Anchor Mozzarella cheese

ZEN

During the week, Zen Japanese restaurant chain featured a menu promoting NZ seafood. The NZ

Week team worked together with brands early on to hold a tasting for the Wang Pin group. From

this tasting, Zen chose several Oravida products to trial in their menu.

S H A N G H A I

MENU: King Salmon Sashimi, Scampi Sashimi, Lobster Sashimi, Oravida

Water

FEATURED PRODUCTS: Oravida Orange Roughy, King Salmon, Mussels, Scampi

and Water

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YUAN LI HOT POTC H E N G D U

“Yuan Li” Hotpot is a new partner this year. They have 2 venues in Chengdu with garden-style en-

vironments. Customers enjoyed 10% discount on all New Zealand dishes for NZ Week. Kapa Haka

also flew to Chengdu to perform at the restaurant with attendance from Chengdu Consul Gener-

al Alistair Crozier, regional director Fiona Acheson and representatives from Angliss and Yuanli.

MENU: Various cuts of New Zealand meat in classic Sichuan Hot Pot broth

followed by cooling New Zealand ice-cream and cheesecake

FEATURED PRODUCTS: Silver Fern Farms | New Zealand Natural | Meadow

Fresh | Anchor

EL WILLY

El Willy were looking for super fresh seafood to add to their ‘sexy tapas’ menu. We introduced

them to a handful of products and they chose Oravida scampi and Cloudy bay clams for their NZ

week features.

S H A N G H A I

MENU: “Berberechos Al Ajillo” Sauteed New Zealand Clams with Garlic and

Chili, Sexy New Zealand Scampi.

FEATURED PRODUCTS: Cloudy Bay Clams | Oravida Scampi

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COMMUNE SOCIALS H A N G H A I

Jason Atherton Group’s ‘neighborhood tapas’ restaurant in Shanghai took NZ Week into their

own hands, highlighting the existing top selling NZ Venison Ragú and creating a new Banana Tof-

fee dessert inspired by Whittaker’s as well ask creating an NZ week cocktail and adding several

NZ wines. Both dishes are very popular and still featuring on their regular menu.

MENU: Venison Ragú, Banoffee Cake w Chocoalte Caramel Brittle, Villa Ma-

ria wines, Pink Sparkler Cocktail

FEATURED PRODUCTS: Mountain River Venison | Whittaker’s Chocolates |

Rooty Moot Ginger Soda | Villa Maria Wines

TOGETHER

Excellent casual fine-dining fare ‘Together’, masterminded a full NZ Week menu featuring several

of their chosen NZ products.

S H A N G H A I

MENU: Scampi sashimi, spicy kiwifruit, avocado | Spicy seafood bouillabaisse | NZ

lamb chop with mild chimichurri and mushroom sauce | Banoffee ice cream with

Whittaker’s Malborough sea salt and caramel brittle

Cocktails: Fallen Apple calvados with Zeffer Cider | All Pink with Rooty Moot

FEATURED PRODUCTS: Oravida Scampi | Zespri Kiwifruit | Avanza Avocado | Jazz

Apple | Anchor Dairy | Whittaker’s Chocolate | Rooty Moot Ginger Soda | Zeffer

Cider | NZ Wines

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M ON THE BUND

M on the Bund went full Kiwi for NZ Week and wowed customers with a Maori translated menu!

The chefs used an array of NZ products in dishes such as “Ki Te Kai Tonga”- Mountain River Veni-

son Carpaccio and “Hau Manu Reka Pavlova”.

S H A N G H A I

MENU: Pāua soup, Venison carpaccio, Beef & Lamb Kidney Pie, Smoked

Ham & Apple Terrine, Kiwi Pavlova, Chocoloate log

FEATURED PRODUCTS: Pure South Beef | Mountain River venison | Zespri Kiwi-

fruit | Taylor Pass Honey | Anchor cream

KIWIANA

Kiwiana have 4 restaurants in Shanghai that welcome everything Kiwi

They trialled new products such as Meadow Fresh Cream and Westgold butter in a special NZ

Week menu. This partnership was supported with Kapa Haka performances.

S H A N G H A I

MENU: Cream pumpkin soup, Roasted New Zealand lamb chop with potato

& vegetables, Home-made Giant New Zealand beef hamburger

FEATURED PRODUCTS: Meadow Fresh Cream | Westgold Butter | Babich Wines

| T’Oberay Ice Cream

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LITTLE CATCH

Shanghai’s favourite fishmonger and poke experts Wen & Jia at Little Catch featured a NZ Poke

in their two restaurants as well as fresh shucked Marlborough oysters. Drinks included a new

Whittaker’s melty hot chocolate and activation of Rooty Moot pink ginger soda and New Zea-

land wines.

S H A N G H A I

MENU: Poke, fresh shucked oysters, Whittaker’s melty hot chocolate, Rooty

Moot and New Zealand wines

FEATURED PRODUCTS:Malborough Oysters | Avanza Avocado | Taylor Pass

Honey | Whittaker’s Chocolate | Rooty Moot Ginger Soda

THE CAMEL GROUP

Four of the Camel Group restaurants, El Santo, The Bull and Claw, Hooked and D.O.C, took part

in NZ Week. Their menus all featured a Villa Maria wines special, other dishes including NZ Mus-

sels, Lamb and Beef. This partnership was supported with Kapa Haka performance.

S H A N G H A I

MENU: NZ Beef and habanero tartare tostada, New Zealand Green Lipped

Mussels served with Tomato & Chili sauce, Pan Seared New Zealand Lamb

Loin, New Zealand Green Mussels with Tomato Concasse

FEATURED PRODUCTS: Villa Maria Wine | Talley’s Mussles | Silver Fern Farms

Lamb and Beef

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THE HAPPY MONK

Happy Monk is a growing bar/bistro venue in Guangzhou,. They promoted their favourite NZ

products in a full ‘We love New Zealand’ menu spread! (as shown above). The menu was featured

in all 6 of their venues during the week.

G U A N G Z H O U

MENU: New Zealand Steak, Mussels, wines and cider!

FEATURED PRODUCTS: New Zealand Beef | Ikana Mussels | Villa Maria Wine |

Zeffer Cider

EGG

Friendly cafe in Shanghai owned by chef/foodie/KOL Camden made a NZ Week menu featuring

3 dishes and 1 drink. They chose and trialed Westland Dairy, Zespri Kiwis and Avanza avocado’s.

Egg’s chef worked together with Westland to create a selection of luxury cakes.

S H A N G H A I

MENU: Classic NZ Avo on toast, Pancakes topped with kiwi and coconut,

Kiwi soda spritz, shakshuka with flatbread and yogurt

FEATURED PRODUCTS: Zespri Kiwis | Westland dairy | Avanza avocados

29

PIZZA MARZANO

Pizza Marzano promoted their NZ Greenshell Mussels dish for NZ Week in all of their 60 venues

accross China.

C H I N A W I D E

MENU: New Zealand Greenshell Mussel pot in creamy tomato & garlic

sauce

FEATURED PRODUCTS: Talley’s Greenshell mussels

PETER’S TEX MEX GRILL

Popular Chengdu Mexican Restaurant, with 9 venues, partook in NZ Week choosing several prod-

ucts to use in their menu. The Kapa Haka performed at their flagship restaurant to give custom-

ers a true NZ cultural experience.

C H E N G D U

MENU: NZ Mussels, Fried Steak with fragrant spice, Mexico roll, Mu si Cake,

Cheesecake, New Zealand Natural Ice Cream

FEATURED PRODUCTS: Silver Fern Farms | Meadow Fresh | Chun pai | New

Zealand Natural

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MARRIOTT

This year we took the Marriott relationship regional, with participating hotels in 8 cities across

China. We got in early with preferred suppliers Angliss and IS seafood (representing Silver Fern

Farms, Talley’s, t’oberay and Future Cuisine) and created a special menu concept document that

chefs could easily apply in conjunction with the catalogue. We supported with a POS suite that

was displayed across hotels. Several hotels also hosted the Kapa Haka for a night.

C H I N A W I D E

MENU: New Zealand themed dinner buffet with a wide selection of entrée,

main and desserts made with fresh New Zealand seafood, meat, pies,

fruit, as well as premium New Zealand wines and beverages.

FEATURED PRODUCTS: Silverfern Farms | Mountain River venison | Zespri Kiwi-

fruit | Anchor | t’oberay | Future Cuisine | Talley’s

NZ Week Marriott Hotels:

Shanghai Courtyard Changfeng ParkShanghai Marriott Hotel ParkviewShanghai Marriott Hotel RiversideShanghai Renaissance Hotel YangtzeShanghai Westin Hotel Bund CentreShanghai Sheraton WaigaoqiaoShanghai Minhang Le Meridien.

Shanghai Jiading SheratonShanghai Renaissance Caohejing HotelNanjing Renaissance Olympic HotelNanjing Sheraton Kingsley hotel & towersBeijing Westin ChaoyangChengdu JW MarriottChongqing Marriott Hotel Wuxi Sheraton BinuWuhan Westin Wuchang

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CAFE FLATWHITE

Cafe Flatwhite has 12 restaurants which are all in Beijing. The cafe/restaurant is NZ style and so is

the perfect environment to get NZ products into the Chinese market. Cafe Flatwhite decided on

their own menu and chose the products. Two brands; Bon Accord and Westgold collaborated to

create and propose a Hot chocolate drink for the menu which they proposed.

B E I J I N G

MENU: Garlic & Rosemary Grilled Lamb Chops with Quinoa Salad, NZ Beef

Steak with Peppercorn Sauce

MOA Beer, Belgian Rich Hot chocolate

FEATURED PRODUCTS: MOA Beer | Zeffer Cider | CMP Canterbury Beef | Silver

Fern Farms Lamb | Westgold Cream | Bon Accord Hot chocolate | Ecostore

THE SHEDTwo NZ brands, Zeffer and Tuck Shop Pies collaborated for NZ Week to run a promotion in

The Shed, a casual bar/bistro in Shanghai.

FEATURED PRODUCTS: Zeffer Cider | Tuck Shop Pies

S H A N G H A I

Suan Mi Er’s yoghurt shop chain in Chongqing joined NZ Week in 3 of their venues. Their

yoghurt smoothies range used New Zealand Easiyo yoghurt in original and coconut flavours

FEATURED PRODUCTS: Easiyo Yoghurt

SUAN MI ERC H O N G Q I N G

35

SHOP

The aim of the SHOP section is to engage retailers to promote New Zealand products on their website or in their offline stores during New Zealand Week. By activating in multiple retailers at once we can amplify the exposure and benefit from econonies of scale in terms of design. POSM, project management and talent e.g. Kapa Haka.

Objectives• Strengthen NZ’s relationship with core retailers• Support key retailers to run an NZ promotion e.g. talent, design• Promote and drive sales for existing NZ products in target retailers• Create opportunities and open doors for brands to pitch their products to new retail

channels• Educate retailers and their consumers on the full NZ product range and NZ

provenance brand story • Expand to second tier cities beyond Shanghai

HIGHLIGHTS

AIM & OBJECTIVES

• Major retail groups engaged: Bailian, Hema, Golden Eagle• Participating retailers have huge scale for future collaboration • Successfuly activated in retailers in second tier cities Nanjing and Chengdu • ‘Something for everyone’ with smaller online platforms like fields and first cellars • Improved NZ branding compared to an independently run NZ promotion • Increased bargaining power for smaller brands by being grouped with other major NZ products • Helped retailers gain media exposure and customer engagement via kapa haka and government support

41

FIELDSC H I N A W I D E

Fields created a live NZ Week page again this year, this was featured on their home page sliding gallery. The page featured a full selection of NZ products, from peanut butter to cuts of Lamb. Fields also took on new brands to their site introduced by NZ Week.

Featured Products: Mountain River Venison | Whittaker’s Chocolates | Rooty Moot Ginger Soda | Villa Maria Wines | Zeffer Cider | Zespri | Oravida | Cloudy Bay | Pic’s

FIRST CELLARSC H I N A W I D E

To help customers celebrate New Zealand Week, First Cellars offered a special deal for selected New Zealand wines and beverages. First Cel-lars had a special deal: Buy any 3 products,get 30% OFF & be in draw to WIN a dozen NZ beverages!

Featured Products: Oyster Bay | Peter Yealands | Escarpment | Vidal Es-tate | Moa Beer | Zeffer Cider

43

EVENTS

The aim of the NZ week EVENTS is to bring NZ culture to life, to build relationships between our trade partners and China NZ F&B community and to provide a platform for companies to host key accounts.

Some events are run by the NZ week team e.g. the Launch, some by brands e.g. Taupo Pure launch and some in combination with a venue partner e.g. Godfather of wine.

Objectives• Create a full calendar of events to bring the week to life• Help customers plan their annual calendar around this week in China • Support brands and partners to create more authentic and impactful NZ events• Create opportunities for customers to build networks with other NZ companies• Host trade partners who are contributing to NZ week • Create buzz in the community around New Zealand • Create opportunities for brands to showcase their products

HIGHLIGHTS

AIM & OBJECTIVES

• Minister David Parker speaking at the launch • Celebrity chef Josh Emett teaching local chefs how to shuck clams• Two of New Zealand’s top winemakers hosting ‘the Godfathers of wine’ events• Fantastic Kapa Haka performances at many key accounts • Multiple events and activities every day for 2 weeks. • Media events at local restaurants like yufeiyu and Golden Eagle supermarket • Showcase of 30 NZ brands at launch and brunch with a full house at both

45

CIIE/NZ WEEK LAUNCH EVENTTo welcome everyone to our piece of New Zealand in Shanghai, we threw a welcome launch event for CIIE and NZ Week participants in NZ Central! An evening of mingling and NZ food, drinks, entertainment and people sharing China market insights. Guests were representatives from NZ week and CIIE companies as well as NZTE staff, a ministerial delegation from NZ and some of our NZ Week channel partners such as Marriott hotel representatives and participating restaurant managers and chefs. The NZ Central supermarket was also up and running featuring many NZ week and CIIE products.

FEATURES• NZ wine, beer and cider• Live Oyster shucking • Private guest list of government ministers, industry folk & channel partners • Live demo with Cloudy Bay Clams by Josh Emmet • Canapes/catering by Marriott chef team• Kapa Haka welcome performance • Performance by Modern Maori Quartet• Speeches from Minister Parker and VIPs 4th November, 5-9pm

WESTIN KIWI BRUNCHFor the 8th year, we took over the famous Sunday champagne brunch at the Westin, injecting it with NZ food, beverage and entertainment. The brunch is a branding and networking opportunity and a casual yet high end hosting platform. Guests can enjoy a delicious unlimited buffet selection featuring sustainable seafood, grass-fed lamb and beef, fresh kiwifruits (of course), creamy ice-cream, cold craft beers and new world wines.

FEATURES• Brands showcase in new recipies in brunch set• Customers hosting key accounts and networking with the community • 360 guests• Josh Emmet Book Signing/Giveaway to key sponsors• Live Venison torching by Hunter from Mount River Venison• Kapa Haka Performance and local acrobats & orchestra

11th November, 11-2pm

47

CHEF CO WORKSHOPChef Co platform is a community of chefs in China we are building to have experience with NZ products. For this workshop, Chef Co chefs were invited to NZ Central to experience NZ chef Josh Emmet demonstrating four different recipes featuring NZ week brands and sharing his tips on working with NZ ingredients. The workshop was hands on, chefs shucked their own clams and tasted the dishes. Attending chefs have since followed up to request introductions to the suppliers of their favourite recipes.

FEATURES• Live demo with NZ Chef Josh Emmet sharing tips and tricks • Chefs got ‘hands on’ with the ingredients• High profile guest list of restaurant owners and chefs • NZ products in front of chefs

Featured Products: Mountain River Venison | Whittaker’s Chocolates | Rooty Moot Ginger Soda |

6th November, 11am-1pm

KEA BBQA relaxed BBQ with Kea and legendary world class Kiwi chef Josh Emett BBQing delicious NZ venison, steak and mussels on the deck at Bull & Claw, and serving up our favourite Kiwi style salads. Guests indulged in great drink specials on NZ wine and celebrate New Zealand week with Shanghai’s Kiwi community. Many guests came straight from CIIE to debrief with other exporters, meet trade and build their NZ-China business network in a relaxed setting.

FEATURES• Relaxed BBQ atmosphere • NZ brands, Kiwi community and indsutry guests • Josh Emmet Chef on BBQ

6th November, 6pm-late

49

THE GODFATHER’S OF NZ WINEWine enthusiasts gathered at NZC in Shanghai to try Escarpments best selection. Godfather of Wine, Larry McKenna introduced the different wines and also the Escarpment brand story from Martinborough. Guests tasted Escarpment Pinot Noir from years 2011 to 2016. This event was run by NZ Week partner First Cellars. The second Godfather’s event featured Kevin Judd (prev of Cloudy Bay) who introduced his Greywacke Wild Sauvignon Blanc to 20 VIP guests. They tasted 5 vintages and found each one with is own character, meanwhile Kevin Judd explained some of his wine making secrets!

FEATURES• Wine Connoisseur guestlist • Speeches from famous ‘Godfather’s of wine’ about wineries and brand• Vintage wines to taste from Escarpment and Greywacke• Link to online NZ wine sales promotion on First Cellars

8th November, 7-9pm14th November 7-9pm

HATCHERY EVENTSNZ Week Launch Event: Arcade by Hatchery offered up a few tasty tidbits of high-quality NZ produce for for guests all to taste (for free!) as well as some bigger plates to order.

Seafood Long Table: Arcade by Hatchery teamed up with some great distributors to organise a bespoke four-course menu with an optional pairing with some awesome NZ wines from Babich Wines.

Thirsty Thursday’s: Along with their friends at the Wine Republic, Arcade at Hatchery served up exclusive deals on Thursday 8th and the 15th with some excellent New Zealand wines:

FEATURED NZ BRANDS: Sealord | Silverfern Farms | MOA Beers | Zeffer Cider | Babich Wines | Deep South Ice Cream

Events 1-15th November

51

PIC’S, SWEET AS & I LOVE BAKING WORKSHOP This workshop was held by Pic’s distributor Ebaytown and was targeted at retailers and distributors. Pic’s agent Ebaytown invited agents and key accounts from the whole of China in order to acknowledge their hard work and also to introduce them to 2 new NZ brands they will now be distributing; I love Baking and Sweet As popcorn. Guests could meet the famous Pic of Pic’s Peanut Butter, Jessie and Maree of I Love Baking and Billy, the owner of Sweet As popcorn to really connect the Chinese agents to the NZ personality of the brands.

FEATURES:• Speech from New Zealand Trade Comissioner, Damon • Speeches from Pic’s distributor (ebaytown) • Speeches from founders of each of the 3 brands• Brand presentation: Pic’s, I Love Baking, Sweet as

2nd November, 2-5pm

HUI MAORI COLLECTIVE The Hui Māori Collective comprises 13 companies which together sell a range of premium products. These include wine, Mānuka honey, dairy (milk powder), fruit bars, and Kawakawa soft drink. This event was to launch the Hui collective. Special guests from Alibaba attended the night to celebrate the partnership with Hui to launch a cross-border e-commerce platform especially for Maori brands.

Featured Product List: Kai Ora Honey, ManaKai Honey, Tai TOKERAU Honey, The True Honey Company, Kono: Annie’s Fruit Bars and Tohu Wines, KuruKuru Wines, Steve Bird Wines, Te Pa Wines, Tiki Wines, Taha Beverages

FEATURES• Music performance from famous musician Tiki Taane• Speeches from high level Alibaba and NZ govt representatives• Shared Kapa Haka, AV and decoration with launch event

5th November, 5pm-late

53

CUSTOMER EXAMPLES

ANCHOR FPAnchor were our gold sponsor and got really active in leveraging their involvement this year. They used NZ week to pitch new chains and landed new listings in two major restaurant groups who developed new menu items featuring Anchor mozarella. They also supported existing accounts with feature desserts and culinary applications. Part of their sponsorship included a day with our celebrity chef Josh Emett which they used to educate some of their key casual dining accounts on NZ-China fusion dishes featuring the Anchor FP range.

New Listings: 55 (Xia pu Xia pu, Yu Fei Yu, G mart)Activations: 9 (Marriott, Gung Ho, Together, M on the Bund)

55

New Listings: 2 Activations: 10

Villa Maria knew early on which ven-ues they wanted to focus on and used NZ week resources to support a key

channel partner, the Camel group with special deals on Villa Maria wine for the period across 5 restaurants in the group. They also supported key

events for brand exposure and gained new listings at Together restaurant

and Commune Social via the NZ week catalogue.

VILLA MARIA SILVERFERN FARMSActivations: 38

Silverfern farms used NZ week to support several key accounts across China. With a fo-cus on the Marriott Group where they are considered preferred suppliers, SFF got start-ed a year in advance by developing special recipes formatted for this channel and

we held an NZ training session for Marriott chefs in collaboration with Angliss. They also brought on accounts in Chengdu such as Peter’s Cantina and Yuanli hot pot.

57

New Trials: 19 (Superstar, Cafe Flatwhite, Kiwiana, Egg, Westin)

Westgold’s focus was on generating new listings, new recipes and concepts, and brand exposure. They were active early on in voicing their targets and

WESTGOLD WHITTAKER’SActivations: 3 (G-Mart, G-Super, Fields)New Listings: 5-25 (Commune Social, Together, Little Catch x2, Lianhua)

Whittaker’s used NZ week to test out the foodservice opportunity here and worked with pastry chef Kim Melvin to create some delicious Whittaker’s desserts. Little Catch also featured a ‘melty hot chocolate.’ They also supported their core retail business with specials online on fields and activation at G-Mart and G-Super.

were always keen to get involved in multi-brand activities. Several chefs developed new recipes using Westgold products, including the mini pav-lova at Hongxin Hui (Superstar) which is now selling 40 units per day.

59

MEDIA

For this year’s media plan, we aimed to go bigger and better with the launch of New Zealand Week’s official website. The purpose of the NZ week’s official website was to act as the core of all information, content and news making it easy for all external and internal stakeholders to find, share and use the information.

Our media plan objectives were:• Help our partners (restaurants, brands) to share authentic NZ style content• Push NZ story and NZW visuals• Drive traffic to the website and in turn out partner restaurants• Keep extended NZ community up-to-date with NZW programme (via website)• Help our brands to gain exposure and increase sales• Grow awareness for NZW with broader public, especially locals

Impressions: 4,713,127

PR value: RMB 1,200,000

Website hits: 14,456

HIGHLIGHTS

AIM & OBJECTIVES

NZ Tourism Weibo post NZTE Press Release

Taste NZ Wechat blog

Partner venue Instagram post

CCTV national news coverage

Partner exporter Instagram post

Josh Emett’s instagram post

Partner venue WeChat post

NZ product promotion on Dianping

Influencer WeChat post

Consumer-generated content on NZ product on Douyin (TikTok)

Partner exporter WeChat post

61

CLIPPINGS

WEBSITE

14,456 page views

62% views in CN

language

3:16min avg session

duration

83% Mobile

The website provided a core platform to drive traffic, and a one stop page for all NZ week

related questions.

www.newzealandweek.cn

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