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Beef and Lamb's young and older Stacey meet for a BBQ

Beef + Lamb New Zealand has partnered with BCG2 to launch its first new brand platform since 2017.

Beef + Lamb New Zealand has partnered with BCG2 to launch its first new brand platform since 2017. “Good Things Start With New Zealand Beef and Lamb” features dynamic rugby world champion Stacey Waaka as its latest ambassador.

The campaign showcases Waaka’s winning smile, her love for New Zealand beef and lamb from an early age, and how these iron-rich foods have helped fuel her success as a professional athlete as an essential part of a well-balanced diet.

“I’ve grown up with delicious beef and lamb, and as well as loving the taste, it gives me the iron I need to perform. Being low in iron can impact our well-being, productivity and energy levels. I also love that feeling of bringing the whanau together around a great meal,” says Waaka.

The campaign is a collaborative effort managed by marketing strategist John Baker from Conductor. As creative lead, BCG2 created the campaign alongside Lassoo Media and PR Partners. It focuses on the world-class satisfaction of New Zealand beef and lamb and its health benefits while encouraging Kiwis to enjoy red meat with a clear conscience.

Baker commented, “The collaboration between all the agency partners and the Beef + Lamb crew has been a highlight of this project. That, and the performances of, and chemistry between, Stacey and Ibanez (Young Stacey), make this a really special campaign.”

James Blackwood, ECD of BCG2, commented,

“It’s been an enjoyable project. Everyone had a really good time on this one, and I think it shows in the result. It’s inspirational and upbeat, which we could all do with a bit of. I have to tip my hat to Perry Bradley and the team at Film Construction for capturing that intent so well. And to De Magnolia for the music. And to both Staceys. They were incredible to work with.”

With an original song, “Your Time Will Come”, written for the campaign by Ethan Blackwood and featuring Dende_the_Sensei and Alba Rose, “Good Things Start With” will be seen across broadcast TV, On Demand TV, and social media, with additional online video content that showcases the four key pillars of the campaign: taste, nutrition, iron, and sustainability.

Kit Arkwright, CEO of Beef + Lamb New Zealand, commented,

“This is a really exciting time for us. As a country, we are committed to producing the best possible food, and New Zealand grass-fed beef and lamb is like no other. Strategically it’s a look over the shoulder to our great past campaigns with the likes of the Iron Maidens, and it’s a celebration of what makes Kiwis special. We are sure more good things will start with this campaign.”


Client:                                                            Beef + Lamb New Zealand

Creative Agency:                                         BCG2

Media Agency:                                            Lassoo Media

Publicity:                                                       PR Partners

Marketing Strategy:                                    Conductor / John Baker

BCG2 Business Director:                           Dean Taylor

BCG2 Executive Creative Director:         James Blackwood

BCG2Creative Director:                             Robin Powell

BCG2 Producer:                                          Jozsef Fityus

Film Director:                                               Perry Bradley

Production Company:                                Film Construction

Film Director:                                               Perry Bradley

Executive Producer:                                    Belinda Bradley

Producer:                                                      Ivan Barge

Original Soundtrack:                                  De Magnolia

Media Insight:                                              Lassoo Media / James Roberts

Media Account Director:                           Tom Black

Talent Management:                                  The Sports Shop