Outstanding NZ Food Producer Awards

Categories: AwardsBrandingEventsContentSocialStrategy

 
 

Awards

Marvellous Marketing are specialists in organising and managing awards. Back 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 our first judging held in March 2017.

We manage all aspects of these awards including:

  • Promoting and managing entries

  • The judging process

  • Publicity

  • Social Media

  • Websites and e-newsletters

  • Awards Event

  • 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 and sponsor 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 and Dairy.

 

2018 Hero


Events

Each year we organise an Awards Event for the Outstanding NZ Food Producer Awards to acknowledge gold medal winners, special awards and category champions. The most recent event was held in April 2019 at the Captain’s Lounge at Orams Marine in Auckland.

Each year we run a series of consumer targeted foodie events which include 'Winner Dinners' to showcase winning products from the Awards. In 2019 we added cooking classes to the mix.

2019 Awards Event Results

  • More than 120 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 Luca Villari of Deluxe Catering.  The menu was matched to sponsor product from Ara Wines and Emerson’s 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, news stories on TV One Breakfast, NZ Life & Leisure (six page editorial feature), print in Be Well (NZ Herald), Otago Daily Times, Gisborne Herald, Timaru Herald, Oamaru Mail, NZ Listener, Sunday Magazine, Farmers’ Weekly, radio interviews across Radio Live, The Breeze, Coast and Radio New Zealand and digital clips across stuff.co.nz, fresh.co.nz, Otago Daily Times, thisnzlife.co.nz, FMCG Business and more…..

  • Special promotions with sponsors; Farro, Emerson's, Ara Wines, Coast, NZ Life & Leisure and Fresh.co.nz

  • Special feature in the May issue of the Farro Feast newsletter highlighting the 2019 winners.

  • Over 200,000 Outstanding NZ Food Producer Awards 2019 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 e-newsletter, prepare online content via blogs, create and share video online all integrated with our social media activity.

Content Results

  • The open rate on the monthly Outstanding NZ Food Producer Awards e-newsletter is 122% above the industry average (July 2019 issue).

  • The click through rate is 46% higher than industry average (July 2019 issue)

  • Reader feedback “great e-zine thank you” July 2019

  • We create a variety of engaging content including recipes, stories, a ‘Meet Your Maker’ feature and regularly use video developed for our special events.

 
July 2019 Issue

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 3,200.

  • Engagement is regularly higher than the pages Outstanding NZ Food Producer Awards monitors itself against.

  • We are using Facebook to help us grow the Outstanding NZ Food Producer Awards database, this now has over 12,000 foodies registered and continues to grow.

 
08274_Food Producers EDM Tile 600x488px.jpg

 

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 three 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), fresh.co.nz, 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 12,000 plus members who receive a monthly e-newsletter about the Awards, new products, foodie news, events and promotions.

  • We have over 3,200 followers on Facebook.

  • We have sold 450,000 plus Outstanding NZ Food Producer Awards on-pack 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.

 
2019 Food Producers Awards  0150.jpg