The New Zealand Merino Company has launched a new campaign celebrating the passion, care and leadership of ZQ growers – with the Autumn Muster as its centrepiece.
ZQ, established by NZM in 2007, is the world’s leading ethical wool standard. Its growers meet strict requirements across fibre quality, animal welfare, environmental care and social responsibility.
Running over eight weeks, the campaign offers a rare glimpse into the season’s first major milestone, when growers work to bring their flocks down from the high country.
The Autumn Muster
More than a tradition, the Autumn Muster is a living symbol of the values that set ZQ wool apart – deep respect for the land, unwavering care for the animals and a commitment to excellence that begins in the field, not the boardroom.
“The Autumn Muster is a moment that beautifully captures the heart of ZQ,” says NZM chief customer officer Dave Maslen. “It’s a chance to show the world that our growers’ commitment to quality and care isn’t just a philosophy – it’s something they live and breathe, season after season.”
The campaign gives audiences a glimpse into the real New Zealand – not just its breathtaking landscapes, but the people whose skill and stewardship sustain them. From the way sheep are handled with precision and care, to the protection of fragile alpine ecosystems, the Autumn Muster is a showcase of the values ZQ growers live by every day.
Honest and immersive
“We wanted to create something that felt honest and immersive,” says creative director Ian Sweeney.
“The Autumn Muster gave us a raw, authentic canvas to work with – it’s visually stunning, but also rich with meaning. It’s about leadership, legacy and doing things the right way.”
The campaign features a hero video that sets the tone for the series, supported by four one-minute videos exploring key themes: legacy, animal welfare, the human element and heritage behind ZQ wool. Each video is paired with a blog post that dives deeper into the stories and values behind the visuals.
For NZM, it’s an opportunity to remind industry and consumers that premium wool doesn’t just happen – it’s the result of doing the right thing, from the very beginning.
The Autumn Muster campaign is now live on NZM’s website and will roll out across multiple channels over the coming weeks.
The post New Zealand Merino Company celebrates Autumn Muster in new campaign appeared first on stoppress.co.nz.
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