FMCG Business March 2021

Page 19

“In July 2020 Silver Fern Farms conducted NZ qualitative consumer research, which highlighted that the majority of NZ premium meat consumers were choosing to make their own burger patties at home instead of purchasing*. These premium consumers were however open to purchasing in the FMCG burger category if there was a brand that could ‘meat’ their needs. Key purchase drivers identified were; a high meat content, quality NZ ingredients and bold new flavours.” Silver Fern Farms have been recognised by Colmar Brunton, which listed Silver Fern Farms as the 11th highest Trust Leader in NZ in 2020. “If you saw Silver Fern Farms, you know it would be quality meat. You normally think of burgers as fast food, but you know that this would be a quality product. We would buy it for the brand.” (Premium meat consumer quote). Johnston explains: “All thriller and no filler, Silver Fern Farms is changing the game with the launch of their new range - Honest Burgers; Lamb & Kawakawa Herb, Beef & Horopito Pepper, Beef & Lamb with Mānuka Smoked Salt and Venison & Lamb with Kelp Sea Salt. “Delicious with a difference, these are restaurant-quality burgers consumers can enjoy at home, made with carefully selected cuts; beef chuck roll, beef boneless short rib, boneless lamb shoulder and boneless venison shoulder, to give a tender and juicy bite. The Honest Burger range is gluten-free, 97% red meat with real New Zealand flavours and no artificial ingredients. No weird bits or hidden tricks. Just honest to goodness deliciousness.” Packaged in bright recyclable cardboard boxes that stand out in the category, each burger in the range has its own palette of bold colours

and icons based on their unique Kiwi herbs and spices. Clear cooking instructions on-pack are provided to give consumers confidence, in addition to the key quality cues associated with the Silver Fern Farms brand; 100% Made of New Zealand meat, delicious, natural and real food goodness. Silver Fern Farms has a $1million** marketing plan supporting the launch of their Honest Burger range with a fully integrated campaign to bring the personality of each burger to life across various media channels. This includes investing in TV, a new website look, outdoor advertisements, and significant in-store sampling. For more information please contact Silver Fern Farms Retail Manager Jonathon Toomer ph 021 499 936. *NZ Premium Meat Consumer Focus Groups July 2020 showed only 40% of premium meat consumers were purchasing burgers in grocery due to a distrust of ingredients and source. **Ratecard spend

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