Japan has been traditionally slow to open its markets to foreign products and the country’s farmers have always had special protection. Foreign beef is taxed at 38.5%, but this is nothing compared to wheat (252%), butter (360%), beans (403%) and rice (778%).

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Project Overview

Eat works with B+LNZ to develop and execute its annual marketing program. Given the strength of competition, we focus very specifically on the product’s points of differentiation, highlighting its taste as well as the health and sustainability benefits for the Japanese consumer. Strong, distinctive branding sets the product apart online and in print, with recipe competitions and collaborations with celebrity chefs to promote the best ways to cook. Hotel and supermarket promotions around the country, including NZ wine pairings, reinforce the message, while sponsorship of events like the Naha marathon reinforce the health benefits of grass-fed beef.

Project Disciplines

  • Print
  • Web
  • Events
  • Content Creation
  • Photography
  • Video