Taste The Yakka

PROBLEM:

Horticulture New Zealand is facing a growing disconnect with the public. People don’t fully understand or appreciate what it takes to grow fruit and vegetables.

This lack of understanding could hurt the industry, making it harder for growers to get the support they need. It’s time to reconnect kiwis with the true effort behind their NZ grown kai. 

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THINKING:

Kiwis are focused on their own challenges, which makes it feel like there’s a divide between them and growers. But there’s a common value that unites us: Kiwis believe in hard work, innovation, and perseverance—the very qualities that growers live by every day.

Insight: NZ growers work incredibly hard, overcoming countless obstacles, and this dedication results in some of the best food in the world.

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IDEA: TASTE THE YAKKA.

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SOLUTION:

Our "Taste the Yakka" campaign invites Kiwis to appreciate the hard work, innovation, and passion behind NZ-grown food.

Launched on social media, the campaign features a sensory film that weaves together two themes: the incredible produce of NZ, and the art of growing it.