With New Zealanders eating less and less beef and lamb, we needed to remind them why it should be a part of their everyday diet. And so the campaign was born, ‘Good things start with New Zealand Beef and Lamb’. We brought on board rugby world champion Stacey Waaka as the ambassador for the brand – and the perfect example of someone who’s seen good things happen, thanks to a healthy diet. As well as a brand TVC telling Stacey’s story, the wider campaign highlights the four key pillars of taste, nutrition, iron, and sustainability with conversations between a ‘young’ and ‘old’ Stacey.