Giving the world a taste of the wild West Coast
As part of establishing an international brand platform for Westgold, Chris led the development of the entirely new suite of brand packaging. Research had shown that Westgold’s existing packs were not show-casing any key differences, they lacked shelf standout and weren’t seen as ‘premium’.
Building upon a clear market insight that Westgold’s origins, on New Zealand’s lush, wild West Coast, was its point of difference - and in a category drowning in gold and yellow packs - the new creates a clear connection to consumers as to where Westgold’s coming from.
Before launching, the new brand system was tested in the key international markets, with the brand story achieving NET appeal of 85 percent - called “Ridiculously high” by research partner One Picture - and the Global NET likes for the new packaging was 91 percent …it was even higher in the key USA market, coming in at a whopping 93 percent.
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
“As a brand, Westgold is going from strength to strength globally. In 2018 we were exporting to 10 countries and by 2022 this had increased to 18 countries. In 2022 we saw volume growth of 58% compared to the year prior.”
Hamish Yates, GM Sales & Marketing
