Adapting a New Zealand premium meat brand to the Chinese market
Silver Fern Farms is New Zealand’s leading processor, marketer, and exporter of premium quality lamb, beef, and venison. As China makes up a significant portion of their business, and with eyes on building a global brand, they knew success in local adaptation of their product would be critical.
Service
Insights, Strategy, Innovation, Design
Industry
Client
Silver Fern Farms
Region
China
Year
2019
Approach
Silver Fern Farms needed to better understand local consumers so that they could develop a brand platform and identity that held relevance in the Chinese market. With consumer research design using qualitative and quantitative methodology, the TSI were able to gain insights to the Chinese audience’s response and appetite to an imported meat company. These insights fed into the brand assets that the Innovation & Design team at TSI developed for retail stores, packaging design for various distributors, POS and retail collaterals, and exhibition booths.
Silver Fern Farms needed to better understand local consumers so that they could develop a brand platform and identity that held relevance in the Chinese market. With consumer research design using qualitative and quantitative methodology, the TSI were able to gain insights to the Chinese audience’s response and appetite to an imported meat company. These insights fed into the brand assets that the Innovation & Design team at TSI developed for retail stores, packaging design for various distributors, POS and retail collaterals, and exhibition booths.
Deliverables
Market understanding • Qualitative and quantitative research • Brand naming • V.I development • Photography • Communication assets • Packaging design • NPD • Retail POS • Exhibition booth design • Key visual artwork and photography
Points of Difference
• Close partnership with New Zealand team and the Chinese team on the ground • End-to-end approach from data in to assets out
Understanding the segmentation through consumer diaries, observation of behaviours surrounding meat via an ethnography research.
Bringing consumers insights to build and validate brand assets.
Developing new product concepts informed by data
Providing creative direction and production services for photography and video demos, and managing the entire process from sourcing the best photographers and chefs
Creating culturally-relevant photography assets for use in advertising campaigns and social media.
