Creating a Real. Good. international brand platform
Dairy brand Westgold is taking on the world – and taking on fake food – with a distinctive new campaign approach firmly grounded in the brand’s West Coast home and origins, all part of a new global brand strategy created by Launchsight.
In an environment where values such as ‘natural’ and ‘plant-based’ are being increasingly applied to heavily processed, lab engineered food products, Westgold is calling on consumers to reject ‘fake’ – in both foods, and ‘food snob’ attitudes and embrace the ‘plant-based’ natural process by which lush grass, becomes rich milk for full-flavoured natural dairy.
Finalist
TVNZ NZ Marketing Awards 2023, for Excellence in Brand Transformation Strategy
Deloitte Top 200 Awards 2023 - Westland Milk Products for the Most Improved Performance NZ Business award
Natural can be a pretty rare thing
Respecting Nature
Our factory’s a fair bit bigger
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Making a few memories count
“To us, this is about cutting through the smoke and mirrors in the market – with a bit of down-to-earth honesty. When it comes to food, improving on nature is difficult to do …and we believe that NZ’s untouched South Island West Coast is the perfect place to source and protect the pure, natural quality, and flavour, that you just can’t replace.”
Lizzie Parker, Head of Marketing, Westgold
Credits
Lizzie Parker – Head of Marketing, Westgold
Leanne Clemens – Senior Brand Manager, Westgold
Amanda Gillanders – Digital Brand Manager, Westgold
Chris Meade – Strategy Director, Launchsight
Scott Henderson – Creative Director
Dean Hewison – Director
James Manttan - Producer