Made With Care New Zealand campaign launches in Qingdao and Weihai

Summary

New Zealand's national brand promotion made its Shandong debut on 5-6 September, as the Made With Care New Zealand campaign took place at Jiajiayue (603708) stores in Qingdao and Weihai. Supported by the New Zealand government, managed by New Zealand Trade and Enterprise (NZTE) and delivered with Jiajiayue Group in the Shandong market, the event aimed to present New Zealand's three core values to Shandong consumers. The site featured three experience zones: a giant kiwi photo spot, a marketplace for tasting quality products and DIY crafts.

It brought together core New Zealand categories to create an immersive consumption scene in which consumers could 'learn while playing and buy while tasting'. The meat section was a highlight, with the consul and a chef completing a stove-lighting ceremony for the meat section and presenting a cooking show. Drawing on the FernMark silver fern certification system, the event systematically presented New Zealand's three core values to Shandong consumers: origin credibility, high-standard food safety and a sustainable supply system.

Jiajiayue Group will work with NZTE and New Zealand brands to provide Shandong consumers with trusted, traceable and quality New Zealand products available over the long term.

Commentary

NZTE's choice of Shandong supermarket chain Jiajiayue as the first stop for its national brand promotion is no tentative foray. It targets incremental demand for imported food in China's second- and third-tier cities. Jiajiayue's dense store network and mature cold chain in the Jiaodong Peninsula offer New Zealand SMEs a more pragmatic route to market, bypassing the high channel fees of first-tier cities.

FernMark silver fern certification, showcased systematically at the event, can effectively lower the trust threshold for unfamiliar brands. This is especially true in red meat: China is already one of the largest export markets for New Zealand lamb and beef, but Australian and South American competitors are also strong. Cooking shows and tasting experiences at the event help educate consumers, yet a single offline event is unlikely to generate sustained repeat purchases.

NZ SMEs should ride the momentum by simultaneously stocking e-commerce or community group-buying channels and adjusting pack sizes to Chinese household preferences. Otherwise, the national brand halo may remain at the level of exposure and struggle to convert into actual orders.

Keywords: New Zealand national brand promotion, Made With Care New Zealand, New Zealand Trade and Enterprise, Jiajiayue, Qingdao and Weihai, meat section, FernMark silver fern certification, Shandong first stop, food safety, sustainable supply system

Summary in Chinese | 摘要

9月5-6日，「新西兰国家品牌推广山东首站」暨「Made With Care新西兰倾心出品」主题活动在青岛、威海家家悦(603708)门店举行。该活动由新西兰政府支持、新西兰贸易发展局(NZTE)统一管理，并携手家家悦集团落地山东市场，旨在向山东消费者呈现新西兰三大核心价值。现场设置大型kiwi鸟造型打卡、好物集市品鉴、DIY手作三大体验区域，汇集新西兰核心品类，打造「玩中学、尝中买」沉浸式消费场景。

肉类专区成为本次活动一大亮点，领事与主厨共同完成肉类专区开灶仪式，并带来烹饪秀。依托新西兰国家品牌FernMark银蕨认证体系，活动向山东消费者系统呈现新西兰“原产地可信度+高标准食品安全+可持续供应体系”三大核心价值。家家悦集团将携手新西兰贸易发展局及新西兰品牌方，为山东消费者提供可信、可追溯、可长期购买的新西兰优质商品。

Commentary in Chinese | 评论

新西兰贸易发展局选择山东区域连锁超市家家悦作为国家品牌推广首站，并非简单试水，而是瞄准中国二三线城市对进口食品的增量需求。家家悦在胶东半岛拥有高密度门店和成熟冷链，这为新西兰中小品牌绕过一线城市高额渠道费提供了更务实的落地路径。FernMark银蕨认证在此次活动中被系统展示，能有效降低消费者对陌生品牌的信任门槛，尤其在红肉品类上，中国已是新西兰羊肉和牛肉的最大出口市场之一，但澳大利亚、南美竞品同样强势。

活动中的烹饪秀和品鉴体验有助于教育消费者，但单次线下活动难以形成持续复购。NZ SME应借势在电商或社区团购渠道同步铺货，并针对中国家庭偏好调整包装规格，否则国家品牌光环可能停留在曝光层面，难以转化为实际订单。

关键词: 新西兰国家品牌推广, Made With Care新西兰倾心出品, 新西兰贸易发展局, 家家悦, 青岛威海, 肉类专区, FernMark银蕨认证, 山东首站, 食品安全, 可持续供应体系

Source: Hithink RoyalFlush Finance Network