New Zealand Lamb: Maximising a Market Opportunity

Ailie Donald

Campaign 1989-93 for New Zealand Lamb. Background section summarises the history of this product and shows how competition became much more severe after the Common Agricultural Policy reforms in 1982.
Agency: BMP DDB NeedhamAuthor: Ailie Donald

New Zealand Lamb: Maximising a Market Opportunity

SYNOPSIS

This paper demonstrates how advertising helped New Zealand Lamb make the most of what was becoming a very limited 'window of opportunity'. It is an interesting case because the 'supplier' in question (The New Zealand Meat Producers Board) had little control over the product, price, packaging or merchandising of the brand.

Over the 1980s market forces conspired against New Zealand Lamb. Increased supplies of UK lamb pushed it into a limited 'window' (the early spring) in which it could realistically hope to...

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