BelowTheLine, Auckland goes above the line to launch Beef + Lamb New Zealand campaign

Auckland-based agency BelowTheLine continues a successful year, playing a part in the launch of Beef + Lamb New Zealand’s new above-the-line campaign.

Featuring the newest ambassadors to join the Beef + Lamb Iron Maiden family; Olympic medallists Lisa Carrington, Sarah Walker and Sophie Pascoe, the first of four new TV ads hit our screens this week.

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BelowTheLine  director Ghanum Taylor says the agency has been working with Beef + Lamb New Zealand over the past 12 months to  explore different directions and tactics the Beef + Lamb brand could take.

The opportunity to work on this new campaign extension arose and the agency jumped at the chance.

“The TVCs feature the girls in an informal setting and are not scripted, which really heroes the three girls and their dynamic personalities,” says Taylor.

“There are four executions in total. The first introduces the trio while the remaining three all do specific jobs.”

Beef + Lamb New Zealand CEO Rod Slater says they are delighted 2012 Olympic medallists Lisa Carrington, Sarah Walker and Sophie Pascoe  have joined the “Beef + Lamb family” which includes other top female athletes Sarah Ulmer, Georgina Earl (nee Evers-Swindell) and Caroline Meyer (nee Evers-Swindell).

“These high-achieving sportswomen are ideal role models for promoting lean red meat as part of a healthy diet,” says Slater.

Beef + Lamb New Zealand is a recent addition to the agency’s growing client list which includes Arnott’s New Zealand, Frucor, Sanitarium Heath & Wellbeing and Auckland Transport.

Client: Beef + Lamb New Zealand Inc

Creative:  Beef + Lamb New Zealand Inc