The product: The consumer brand launch of a 6 year research and development partnership between the Ministry of Primary Industries and New Zealand's major fisheries.
The challenge: Take the technology beyond the commercial phase and launch Tiaki to consumers.
The solution: Tiaki. (Meaning to guard, keep, look after, care for, conserve)
We aspired not only to launch but to educate on the significance of this new fishing method, not only to New Zealand but to the world.
A method of trawl fishing which sees live catch brought on board and bi-catch returned to the sea.
What we did:
- Told the Tiaki development story through a series of content and media releases
- Focussed on eduction and action of crew, stakeholder, media, government and industry
Hon. Nathan Guy Minister of Primary Industries
- Held a launch event hosting the Minister of Primary Industries and industry affiliates
- Established social channels, six months of content, news releases and messaging
- Partnered with prominent chef Nick Watt of Masu Auckland to showcase the superior product as a result of fishing the Tiaki way
- Demonstrated to industry leadership via the 'Traceability App' how trawl and catch details could be tracked, ensuring accountability for domestic and international product
Tiaki launch story
Tiaki crew story
Tiaki traceability story. Tiaki fish can be traced back to catch location, vessel and batch detail
Tiaki hero story