INTRO:

In 2017, we worked with Livestock Improvement Corporation (LIC) – New Zealand’s agri-tech and herd improvement co-operative – to develop the mantra ‘There’s always room for improvement’. This has set the scene for the marketing and product approach for the brand and business across subsequent years.

Having been around since 1909, LIC have had the privilege of journeying with New Zealand dairy farmers through many generations, and have an intimate understanding of the unprecedented rate of change in technology, genetics, environmental management and changing public sentiment in recent times. This creates both challenge and opportunity here in New Zealand. As one of the most sustainable dairy producers in the world, we set a high bar, but farmers and industry alike are committed to constant improvement.

EXECUTION:

LIC recognise their unique position in being able to tell this story, leaning into emotion to engage. We’ve created two brand videos using succession to reinforce their brand position and represent their ongoing commitment to New Zealand’s dairy future, and the constant improvements they have and will continue to make, generation after generation.

While we wouldn’t pretend to truly represent all the complexities of the day-to-day reality of a working farm, the ebbs and flows of family life in amongst it, and LIC’s involvement and commitment along the way all in a short 30 seconds, we hope this goes some way to supporting New Zealand’s all-important dairy farmers and the future of the dairy industry, and setting the scene for LIC’s marketing efforts in the coming years.

Watch the other videos here.