Despite borders currently being closed to international visitors, New Zealand Trade and Enterprise is bringing a taste of New Zealand to the UK.
The Made with Care campaign will promote favoured New Zealand brands in the UK, such as Allpress Coffee, Pic's Peanut Butter and Karma Drinks.
New Zealand values such as kaitiakitanga (protecting and caring for people, place and planet for future generations), manaakitanga (caring for others and showing hospitality, kindness and respect) and ingenuity (challenging the status quo with original and bold solutions) are prominent in the campaign's storytelling.
Crafted to give UK consumers a snippet of the New Zealand produce available, the campaign will be shown on digital devices and premium broadcast for six weeks in the lead-up to Christmas.
New Zealand's trade commissioner to the UK Nick Swallow explained: "It is evident that now more than ever consumers are looking for safe, nutritious, premium quality, ethical and tasty food and beverages. For New Zealand, these values are not a new belief system or a new way of producing food and beverage, (but) it feels like they are more important than ever right now."
The F&B industry is a key player in New Zealand's economy, accounting for close to 46% of all goods and services exports in the past year, accounting for over 75% of New Zealand's export value to the UK. New Zealand Winegrowers figures on wine exports to the UK at the end of August 2020 show a 10% increase in value over the past year. This trend is expected to grow as July and August months saw an increase of 40% in value versus a year ago.