Putting the IRON in IRONMAN.
ANZCO Foods, one of New Zealand’s largest exporters, has a vision of bringing nutrition and good health to New Zealanders through top-quality beef and lamb. With a new IRONMAN New Zealand sponsorship, we were tasked with using it to share ANZCO's nutrition story.
- Services
- Creative Strategy
- Environment & Experience
- Advertising Strategy
- Content Development
- Digital Advertising
- Insights & Planning
IRONMAN® athletes epitomise an active and healthy lifestyle, relying heavily on proper nutrition for peak performance, especially iron. Endurance athletes need iron as its role in energy metabolism and the transportation of oxygen is critical to optimal athletic performance (to name a few). And what is one of the best sources of iron on the planet? Beef and lamb.
- Services
- Creative Strategy
- Environment & Experience
- Advertising Strategy
- Content Development
- Digital Advertising
- Insights & Planning
Our creative concept, "Putting the IRON in IRONMAN," emphasises how ANZCO's beef and lamb products support elite athletes in getting the nutrients they need for optimal performance.
We crafted a communication strategy targeting not only direct audiences but also the broader health, fitness, and high-performance community. This included leveraging influencers, digital platforms, podcasts, guerrilla marketing, and event activations, all supported by an internal communication plan to tell the story and get the ANZCO team moving.
- Services
- Creative Strategy
- Environment & Experience
- Advertising Strategy
- Content Development
- Digital Advertising
- Insights & Planning
To reinforce our message, we used Air New Zealand’s Kia Ora magazine, sharing stories of high-performance athletes over 12 months, and highlighting their achievements in sports and nutrition.
Additionally, we launched the "Nutrition Mission" podcast series, featuring discussions with athletes, nutritionists, coaches, and others showcasing innovative uses of beef and lamb in nutrition.
