Wool increasingly the natural choice in US
Knowledge is powerful!
The more we know about how consumers perceive wool in key markets like the USA, the more we can amplify and influence their purchasing behaviour.
So great to be working towards a brighter future with Campaign for Wool New Zealand. And huge thanks for Fresh Perspective Insight, Simon Taylor and Ingrid Milne for their expertise as researchers!
“The stats show that, when compared to other wool growing nations like Australia, the UK and even the USA, home turf for these consumers, our wool ranks as being better quality, more luxurious, more sustainable and even more natural than other countries’ wool.”
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Trust steps up to defend strong wool
It’s amazing to get such great press about the Campaign for Wool New Zealand advertising campaign, and even more so in New Zealand biggest rural magazine. So good to see our campaign is resonating well with our growers - the heart of the wool industry!
“As a charity, we just didn’t have the budget to enlist the services of a big creative agency, so instead, it really came down to a brainstorm over a cup of coffee and some excellent local contacts to do the heavy lifting. We’re thrilled with the results,” Biggs said
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Seven Sharp covers the NEW LOOK Wool in Schools containers
Education is something I am passionate about, so being instrumental in the new redesign for these amazing Wool in Schools containers was right up my alley! Not only did we refresh the look and feel of these containers, we updated the content, delivered new tactile pieces, and - alongside education guru, Toni Westcott - created incredible new teacher resources. So happy to bring wool to kids all over NZ.
“Wool from sheep has clothed humans since the stone age, but the natural fibre has been fleeced in recent times, usurped by cheaper, synthetic options. The wool industry is on a mission to educate our kids, that there’s more to sheep…than Shaun.”
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Campaign for Wool launches winter ad series
Creating a disruptive, multi-channel advertising campaign for wool is not an easy ask on the limited budget of a charity! With advertising across TV, print, social media, digital and radio and messaging that goes head-to-head with plastics, we are killing it! We are pretty proud of our fantastic engagement and strong results.
“CFWNZ General Manager – Strategy, Kara Biggs said: “On a limited budget, the campaign has created three visually impactful print advertisements, which will run across a range of print titles and on social media throughout the winter months.”
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New-look wool marketing seeks partners
Driving revenue in a declining market is tough work so it’s important to think outside of the box - if the system doesn’t work for the purpose, it’s time to change the system! Enter the trusty subscription model. I’ve had a bit of experience in subscription-based models with a previous client (First Light Foods) so it was a no-brainer to bring this thinking into wool with a new Partner Portal.
“The CFWNZ board has set a $1000 annual subscription fee for anyone wishing to apply to become a Campaign for Wool brand partner. Alongside access to a suite of resources, brand partners can use the official CFWNZ brand mark in their own marketing and communications, aligning themselves with a worldwide movement for change.”
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Hawke's Bay leading the way for wool industry revival
The big move takes shapes for the wool industry! Our first strategy for NZ Wool was to ‘get our house in order’ and get everything lined up for THIS! Our three-year strategy. This is the one that really shifts the dial. It’s exciting, and it’ll be hard going - buckle up!
“The strategy outlines how the CFWNZ will narrow its focus to three primary strategic pillars, ensuring that New Zealand wool – in particular, strong wool – is better understood both here and abroad as a fully sustainable, natural, high performance super fibre.”
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Studying what’s housed in your home
Science-based facts are so compelling when it comes to communicating the benefits of a product. So it was a no-brainer to partner with AgResearch to find out more about what’s really going on in the furnishings of woollen products versus plastics!
“Most of us don’t think about the normal microbiome in our homes and how this could be impacted by the use of natural or synthetic fibres.” says Sonya Scott, scientist from AgResearch. “With the funding support from industry and government we are able to carry out novel research that may generate new knowledge around what a natural fibre like wool can offer,”
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Wool consumer research to help reach new markets
Knowing your stuff is what makes a good strategy. Independant research might feel like a huge investment, but it’s really an investment on ‘getting it right’. You’ll always find out something new!
“We can leverage consumers' appetite for a cleaner, greener shift by ensuring we're telling the right stories about New Zealand wool, increasing demand for our growers.” With solid quality measures, the data will also support CFWNZ's commercial partners to justify higher prices in the US, again helping New Zealanders in the wool sector. The United States is well known for being a difficult market to crack, yet the team at CFWNZ are confident.
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Welcoming new Trustees, Kara Biggs and Kate Tokeley
Hawke’s Bay born and raised, Kara is an established marketing specialist who works with national and international brands in strategic growth development. Kara has a passion not only for helping people grow their businesses, she has a genuine passion for helping people.
“It is up to those of us with the skills, capabilities and resources to make meaningful change for those who are struggling in our community, and I’m excited to be part of an organisation doing just that.”
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New advertising campaign to promote NZ wool
Live naturally, choose wool.
This is the message of a beautiful new TV and OnDemand advertisement developed by Campaign for Wool New Zealand to promote opting for wool instead of plastics developed in consultation with ABV Strategy.
“Highly targeted and developed across multiple communications channels, the message resonated well across New Zealand - to consumers and to the wider wool industry who are desperate for action to grow demand.”
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Campaign for Wool activity garners industry support
After the successful launch of their strategy in September, The Campaign for Wool New Zealand (CFWNZ) has begun the first round of their “live naturally, choose wool” consumer campaign.
“With advertising across television, OnDemand, radio, print and digital, as well as consumer PR and a new website launching mid-December, CFWNZ has wasted no time getting their activity started.”
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Opportunities for collaboration in wool
Exciting times ahead as Strong Wool Action Group (SWAG) concludes $2.8m project.
“Although the Campaign for Wool NZ will continue to roll out our global strategy independently, we look forward to formally working together with the new direction on specific projects for the betterment of our wool industry.”
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The Heke Kitchen opens on Waiheke Island
In the toughest of times, it’s fantastic to see a former client launching their brand new restaurant, The Heke Kitchen and Whisky brand, Waiheke Whisky.
Congratulations Roanne Parker and team!
“A place where rustic meets modern, where class meets the classic kiwi relaxed island lifestyle. We want The HEKE to embrace the kiwi bach lifestyle.”
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Campaign for Wool reveals strategic direction
We have had a huge amount of media coverage and positive feedback following the release of the Campaign for Wool strategy which has been very humbling, and a little bit exciting!
“Change is on the horizon and the future is bright. That’s the message from The Campaign for Wool who has this week unveiled a dynamic short-term strategy that aims to help turn the tide on the struggles faced by New Zealand wool growers.”
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Campaign for Wool NZ releases a new strategy
It has been an incredible journey writing this strategy for Campaign for Wool New Zealand. I am delighted to be staying on as a marketing consultant to ensure its success.
It’s been a busy six months developing this strategy to be implemented over the next 12 to 18 months. We are excited to share this strategy with you and invite you to join us on the journey as we endeavour to bring wool back to the strong economic pillar it once was in New Zealand.
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The incredible attributes and uses of wool in one simple wheel
This wheel of wool uses is an inspiring view of one of the worlds most versatile fibres. Here at Campaign for Wool we are promoting and educating people about the benefits of wool. This is a fantastic educational tool to get you started! From architecture, to apparel, to sports and even aviation - spend some time finding out about the many uses and attributes of wool.
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Campaign for Wool driving change in the NZ strong wool industry
It’s an honour to be brought on by Campaign for Wool NZ to help drive a positive step-change in the NZ strong wool industry. Looking forward to an exciting road ahead!
“…with the rise of plastics, demand for wool has plummeted. Now, farmers are losing money by shearing their sheep, and while some are contemplating a future with no wool at all, others are paving the way to see the precious fibre continue.”
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Hawkes' Bay Wine Auction raises record $300k for Cranford Hospice
Every year, ABV Marketing volunteers at the Hawke’s Bay Wine Auction which raises funds for the Cranford Hospice.
I am always humbled by the generosity of people - not just the lovely people who bid, but for the wineries, artists, photographers, sponsors and supporters who give their time and energy to make this such a successful fundraiser.
Hawke’s Bay Wine Auction General Manager, Elisha Milmine, runs a tight ship and once again it has paid off. Congratulations to all.
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Hastings Distillers Albertine gin takes gold at IWC
I love working with clients who live and breathe their brand like Kate and David. I am so honoured to be sharing their journey with them.
“It's taken years of research but after just eight months in business, a small Hastings distillery has scooped a global gold medal for the country’s first certified organically-produced spirit. Hastings distillers Albertine claimed a gold medal at this year's international wine and spirits awards. It has been a three-year journey for career wine makers Kate Galloway and David Ramonteu to create the gin.”
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First Light bringing 'steak club' home
Here we go New Zealand! After project managing the First Light Steak Club in the US, how excited am I to be back working on home turf to kick off the NZ Steak Club! Roll on our 2021 launch!
“It has a cult following in the United States and now Kiwi grass-fed meat company First Light is launching its wagyu steak club at home. Like a wine club, the steak club curates monthly deliveries of the highest marble score wagyu beef for its members. Since launching in the US, the steak club has been name-checked by both Forbes magazine and food writer Andy Wang of Food and Wine.”
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