Taste The Yakka.

PROBLEM:
Horticulture New Zealand was facing a growing disconnect with the public. People didn’t fully understand or appreciate what it took to grow fruit and vegetables.
This lack of understanding threatened the industry, making it harder for growers to get the support they needed. It was time to reconnect Kiwis with the true effort behind their NZ-grown kai.

THINKING:
Kiwis were focused on their own challenges, which made it feel like there was a divide between them and growers. But there was a common value that united us: Kiwis believed in hard work, innovation, and perseverance—the very qualities that growers lived by every day.
Insight: NZ growers worked incredibly hard, overcoming countless obstacles, and this dedication resulted in some of the best food in the world.

IDEA: TASTE THE YAKKA.

SOLUTION:
Our "Taste the Yakka" campaign invited Kiwis to appreciate the hard work, innovation, and passion behind NZ-grown food.
By signing a pledge they acknowledged and demonstrated their support of Kiwi growers.
Launched on social media, the campaign ran in both 2024 and 2025, featuring a sensory film that wove together two themes: the incredible produce of NZ, and the art of growing it.
We also developed and implemented an email nurture journey to engage with those who had signed our pledge.

RESULTS:
The 2025 Taste the Yakka campaign successfully strengthened Horticulture New Zealand’s connection with the public and amplified awareness of the work and challenges faced by NZ fruit and vegetable growers.

Key Achievements:
• Increased Audience Reach: Website visitors rose 55% during the campaign. 
• Pledge Growth: 20% increase in those signing the pledge Year on Year.
• Advocacy Activation: First-time activation of audience for a submission campaign, with encouraging participation.