Westgold has launched a distinctive new campaign with brand agency Launchsight showcasing its West Coast origins and encouraging people to reject ‘fake’.
The dairy brand is urging consumers to reject fake, both in foods and food snob attitudes and embrace the ‘plant-based’ natural process by which lush grass, becomes rich milk for full-flavoured natural dairy.
A series of 30 and 15 second spots shot on the West Coast launch the campaign, featuring Hokitika local Sam Thomas and directed by Wellington Paranormal director Dean Hewison.
Sam’s connection to Westgold runs deep, having moved to Hokitika seven years ago, following his father Mark to the West Coast.
Sam has worked in a range of roles at Westland Milk Products, makers of Westgold, and his father Mark has worked over 25 years working with West Coast butter.
The video spots are supported by a range of display messages, highlighting the natural environments from which Westgold dairy is sourced, the traditional, nature-based craft that creates each product, and the full flavours and rich textures that result.
These execute a brand strategy, developed with Launchsight, that under desire from customers for authenticity and natural quality in our food as a clear point of difference for producers such as Westgold – who source locally, and prioritise time-honoured ‘traditional’ craft and processes over the artificial ‘food engineering’ that characterises a number of nouveau ‘healthy’ alternatives.
And, according to Westgold’s Head of Marketing Lizzie Parker, it’s a message that a distinctive, upfront West Coast voice was well suited to convey.
“To us, this approach is about cutting through the smoke and mirrors in the market – with a bit of down-to-earth honesty. When it comes to food, improving on nature is difficult to do and we believe that NZ’s untouched South Island West Coast is the perfect place to source and protect the pure, natural quality, and flavour, that you just can’t replace.”
Launchsight’s Strategy Director, Chris Meade says: “The West Coast is a unique place that has created a unique spirit. A refreshing honesty and directness. So for us, Westgold was perfectly placed to be ‘the voice of real’, to call our the fake and the pretentious. To be a champion of natural foods and encourage people to be more confident and creative in the kitchen.”
Over the next two years, the campaign will roll out to audiences across New Zealand, Australia and other key global markets.
Credits
Lizzie Parker – Head of Marketing, Westgold
Leanne Clemens – Senior Brand Manager, Westgold
Amanda Gillanders – Digital Brand Manager, Westgold
Chris Meade – Strategy Director, Launchsight
Scott Henderson – Creative Director
Dean Hewison – Director
James Manttan – Producer
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