Redefining Origin: Brand Catalyser x MIA Relaunching New Zealand Red Meat in China

As the agency appointed to lead the full scope of the project, Brand Catalyser’s responsibilities extended across strategy, branding, content, stakeholder management, and on-ground execution. Our team worked together with MIA leadership, NZTE, and other stakeholders to ensure every element was coherent, compliant, and compelling.

Strategic Brand Positioning:
We were tasked with rearticulating the red meat origin brand in a way that balances government-backed credibility with local cultural resonance.

Cross-cultural Narrative Development:
BC crafted bilingual storytelling that aligns with New Zealand’s national interests while appealing to trade and consumer-level Chinese audiences.

Multimedia Content Production:
Our team created all bilingual copy, print materials, digital visuals, and on-site signage, ensuring consistency and clarity throughout.

Event Creative Direction:
BC designed all visual assets, from event look-and-feel to branded stage backdrops, ceremonial items, and presentation slides.

Stakeholder Alignment:
We navigated a highly complex stakeholder matrix across government, exporters, marketing bodies, and diplomatic teams.

On-Site Execution & Stage Management:
Our team oversaw event logistics, speaker prep, live scripting, and seamless flow of a politically sensitive program. Our team conducted over ten full technical and protocol rehearsals to ensure everything was ready for top-level participation.