PowerPoint Presentation Food Award

Discovering

the people

who put their

heart and soul

into growing

and creating

food Kiwis

love

2018

• Background

• Objectives of the awards

• Judging categories

• Sponsorship benefits

• Communication strategy and audience

• Social strategy

• Partner benefits

• Key dates, timeline and costs

• Appendix - PR and editorial from 2017

Agenda

Objectives

• Raise awareness of New Zealand businesses that produce high quality, innovative products at both primary and value-added levels.

• Encourage and reward producers for the development of excellent products.

• Elevate the profiles of the producers, their company and staff.

• Provide consumer foodies with information on innovative products, who’s behind them and where to buy.

• Drive product trial of brands associated with the awards to influence purchase.

• Provide our partners with brand leverage.

Supreme Winner – Miele

Spirit of New Zealand –

NZ Life & Leisure

Dairy (Primary and

Crafted)

Earth (Primary and

Crafted) – Fresh.co.nz

Paddock (Primary and

Crafted)

Water (Primary and

Crafted)

Favourite Farmers’ Market;

Speciality Food Store or

Supermarket; Favourite

Product and Favourite

Producer

Sustainability – T&G

Global

Best packaging – Label &

Litho

Best new product

© 2017. Marvellous Marketing Confidential. All rights reserved. 5

Judging Categories

2018Supreme Category Category Winners Peoples’ Choice Special Awards

People’s Choice Awards

• Voted by the public

• Sponsors logo included on all material

• Promoted in all good food stores and farmers markets on A3 posters (your logo included)

• And a full page advertisement in Life & Leisure magazine driving people to the website to vote.


People’s

Choice

Awards

Sponsorship Benefits

• Naming rights to the Outstanding NZ Food Producer Awards to be known as the Miele Outstanding NZ Food Producer Awards

• Reach New Zealand’s passionate food consumers

• Create interactive cookery experiences with award winning products

• Have your brand associated with NZ’s Award-winning food producers

• Develop content for your advertising, PR, social media and trade marketing

• Integrate your brand with our campaign.

• Opportunity to engage with the Life & Leisure audience and influence their purchasing behaviours.

• Network and build relationships with expert food judges, their peers and the wider food, lifestyle news media

• Leverage your brand by working with the Supreme Winner

Sponsorship Benefits

• Acknowledgement and logo at all Outstanding NZ Food Producer Events, Awards Announcement, Food Producer Dinner Series, Food Marketing Workshops and on website

• The opportunity to use the Outstanding NZ Food Producer Awards logo in Miele internal and external communications

Potential Leverage

Opportunities

• Present your award at the Awards Event and speak about your brand association with the best of NZ food products and produce

• The opportunity for cooking classes at the Miele Kitchen in Auckland using winning products

• The opportunity to create an e-zine using recipes featuring Outstanding NZ Food Producer Awards winner

• Client hosting opportunities and networking with producers and foodies at the Food Producer Awards Dinner Series (July to October 2017) and the Awards Event (April 2018)

• A tailored print and digital advertising package with NZ Life & Leisure with opportunities to leverage your association with the Awards

• Miele branded videos created using Outstanding Food Producer content

• Tickets to the Food Producer Awards Dinner Series, Awards Event and Food Marketing Workshops

• Attend the judging day, network with food judges and media, sample entry products

• Access to recipes featuring your category winner

Our Difference

• Recognition of primary produce and value-added product categories.

• Judged in the peak growing season to highlight NZ’s optimal fruit and vegetables – mid March 2018

• Assessed by credible judges who are all independent food experts in their own rights

• Focus on sustainability

• Supported by NZ’s leading lifestyle publication –NZ Life & Leisure and www.fresh.co.nz, one of NZ’s largest online food sites

• Consumer friendly focus across all aspects of social media including Facebook and Instagram

• Complimentary food marketing and brand building workshops for entrants

• Organised by passionate food marketers who understand NZ’s food and drinks industry – and aim help build it.

http://www.fresh.co.nz/


Outstanding Food Producers Confirmed

2018 Sponsors

NZ Life & Leisure

Audience

• 35% of L&L readers have a HHI of $100 000+

• Readers spend on average 45 minutes reading each issue

• 28% of readers live in Auckland

• 72% of readers have investments, 20% of whom have investments of $200,000 or more

• 75% own their own home with 37% mortgage free

• 39% are likely to buy a car in the next 12 months

• Our audience spend more on groceries and eating out per household.

• 68.5% of readers enjoy drinking wine, 25% have had at least one glass of red wine in the past week, 31% white wine and 12% sparkling wine.

• They enjoy frequent travel both locally and abroad.

• Health is a priority, with 64% believing that a healthy diet and exercise are essential

• 75% of NZ Life & Leisure readers have bought products reviewed and recommended as a result of seeing it in a magazine.

• 80% have visited a website to find out more about a product as a result of seeing that product in a magazine.

• Source: Nielsen CMI Q1 2015 – Q4 2015


Circulation food and lifestyle Magazines

Source: ABC (The NZ Audit Bureau)

Communication Strategy at a glance

Communication Strategy

• Current reach across Outstanding Food Producer and www.fresh.co.nz

• Facebook 13788 likes

• Instagram 2550 followers

• Databases 42500

• Websites combined UB’s TBC

• And growing!

http://www.fresh.co.nz/

Partner Benefits

• I like the slides used in this years presentation though it does add a number of slides?

• Brand & Advertising

• Publicity & Trade Marketing

• Events & Marketing Workshop

Key Dates, Timeline and

Cost

• Sponsorship confirmed by…..

• Cost $.....

• Media starts…..

Appendix • Add your texts…

Highlights from 2017

awards

• Number of entries

• 152 exceeded our expectations

• NZ Life & Leisure and digital platforms - your support

• You are an amazing partner and we value your huge contribution to the success of these awards

• Awards event

• Food by L’affare, attendance by all winners and the vibe in the room

• Sponsor support

• T & G Global, Fresh.co.nz and Label & Litho have all confirmed they would like to continue in 2018

• Intermedia and Coast FM have approached us to become trade and radio media partners

• Publicity

• Excellent support from a wide range of media

• Food Producer Dinner Series

• Enthusiasm and support from all category winners and runners-up

PR and Editorialsnapshot

• Radio

• Eight interviews across Radio Live , RNZ and Coast FM

• Digital

• 41 clips across stuff.co.nz, fresh.co.nz, ODT, FMCG Business,

• Hospitality Business, Rural titles etc

• Print (other than NZ Life & Leisure)

• Eight clips across ODT, Manawatu Standard, Gisborne Herald, Waikato Times, Oamaru Mail, NZ Listener, Sunday Magazine , Farmers’ Weekly

PR and Editorialsnapshot

• Include a montage from event/workshops from2017 awards.

PR – Radio coverage highlights

PR – Stuff – 1 March 2017

PR – Stuff – 21 March 2017

PR – ODT 24 March 2017

PR – ODT 28 April 2017

PR – Stuff 4 May 2017

PR – Listener June 2017

PR – Trade 2017

Our Judges

• The Outstanding NZ Food Awards judging panel work in New Zealand's food community every day. Whether they’re writing about, cooking or eating food, between them they have a wealth of experience and knowledge of this country's produce and Kiwi producers

• Head judge: Lauraine Jacobs

• Panel: Enzo Bettio; Sam Mannering; Anna Tait-Jamieson; Lucy Corrie; Kathie Paterson; Trudi Nelson; Nick Honeyman and sustainability expert Emily Dowding-Smith.


Co-creator Kathie Bartley forged her career marketing New Zealand food and wine. Her credits include: development of the original Corbans Wine and Food Challenge and the Cuisine Artisan Awards. She pioneered the Cuisine Restaurant of the Year and continues to work on Silver Fern Farms Premier Selection Awards.

Nicola McConnell had a 15 year career marketing wine and food in Australia before returning home to live the Kiwi dream.

Kim Netzler has spent 10 years working in advertising agencies in Auckland before moving into online and then Cuisine magazine in 2005 as the Advertising Manager for six years.

PowerPoint Presentation Food Award

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