Campaign history

This year the Buy NZ Made campaign celebrates 25 years of campaign history. Here's a timeline overview of how the campaign has developed over this time:

 

November 1988

The Buy NZ Made message gains momentum with the launch of the campaign by the NZ Council of Trade Unions and the NZ Manufacturers Federation, with principal sponsor Printpac-UEB.

 

1988

Buy NZ Made is now a wholly-owned subsidiary of NZ Manufacturers Federation and licenses use of the kiwi in a triangle trademarks and logos. Manufacturing members may use the logo on their goods that qualify, under the Fair Trading Act, to be labelled as Made in New Zealand.

 

1988/89

1988/89 TV Advertising run to promote the campaign

 

1990

Buy NZ Made lobbies Government to influence state sector purchasing practices.

 

December 1990

The Prime Minister and Minister of Commerce write to the heads of all government departments asking them to ensure that local producers are given full and fair opportunity to compete for their business.

 

1990

A new television commercial was run with production costs funded by the government, featuring Dame Kiri Te Kanawa

 

1991

The NZ Industrial Supplies Office is established in the Ministry of Commerce to improve information for government buyers about domestic industry capability and the availability of domestic products and services.

 

1992

Mandatory country of origin labelling is applied to clothing and footwear and use of the kiwi logo continues to grow.

 

March 1992

The first Kiwi Pride Festival was held in March 1992. It had strong support from 2,000 retailers and generated more than 20 newspaper features and 30-40 radio and television items. A steam locomotive was repainted with the World War II slogan and ran rides for the public around Auckland. Festivals ran again in 1993 and 1994.

 

1994

TV ads feature cartoon Kenny the Kiwi, encouraging people to Buy NZ Made and Keep Your Country Working.

 

1999

The Buy NZ Made Campaign had changed its emphasis from encouraging New Zealand consumers to buy locally made goods in preference to imported ones, to specifically promoting members products, adding value to their companies by increasing sales.

 

May 2001

The Employers and Manufacturers Federation merge to became BusinessNZ, which takes ownership of the Buy NZ Made Campaign.

 

2001-2005

Promotions run included newspaper advertising supplements, sponsorships and the Great New Zealand Christmas Stocking campaign where shoppers who purchased NZ made goods could go in the draw for a stocking filled with goods donated by members.

 

2004

The logo was redesigned and given a modern appeal but still kept the basic elements

 

31 March 2005

Prime Minister Helen Clark launches the Retail Membership category.

 

2005

Following the General Election, the Labour Party and the Green Party sign a co-operation agreement that includes a Buy Kiwi Made programme being part of the broader programme of achieving sustainable development of the NZ economy.

 

2007

The Buy Kiwi Made media campaign is developed by the Ministry of Economic Development in consultation with representatives of Business NZ, Buy NZ Made, NZ Council of Trade Unions, NZ Retailers Association, two independent advisers, and representatives of the minister and the Government spokesperson for Buy Kiwi Made.

 

2007

A bi-lingual red and black version is launched to coincide with Maori language week. A New Zealand Grown logo is also introduced in to apply to non-manufactured produce.

 

2008

Buy NZ Made relaunches its website which now includes a member directory listing and a portal for members to order stationery online and download the artwork.

 

2008

Buy Kiwi Made launches its well known Oliver Driver advertising campaign, breathing life back into NZ Manufacturing.

 

2008

Buy Kiwi made organised stands at Trade shows to exhibit NZ Made Products. Buy NZ Made continues to support its members at Trade Shows today.

 

2009

The site getnzmade.co.nz which was partly government funded is launched for those looking to purchase New Zealand made goods online.

 

2009

A nationwide competition is launched through the Buy Kiwi Made campaign encouraging consumers where shoppers who purchased NZ made goods could go in the draw for a prize packs filled with goods donated by members. Entry boxes could be found in most major retail stores in New Zealand

 

2010

The Cottage Industry Membership category class is implemented to help small business.

 

2011

The Black & Silver 2011 logo is created especially for the Rugby World Cup.

 

2011

Buy NZ Made launches lovechristchurchmade.org.nz an online directory website to help Christchurch businesses get on their feet.

 

Sept 2011

The buynz.org.nz website is revamped with a focus on helping members sell their goods online, drive traffic and increase networks, relationship building and interaction and includes the integration of getnzmade.

Buy Kiwi Made

In 2000, Buy NZ Made requested funding of $200,000 from the Government to re-launch the Buy NZ Made campaign. The Government agreed in principle to support the campaign through Industry NZ but the funding was never released. Following the 2005 General Election, the Labour Party and the Green Party signed a co-operation agreement that included a Buy Kiwi Made programme being part of the broader programme of achieving sustainable development of the New Zealand economy.

The programme includes an $8.3 million media marketing campaign, a $1 million sector and regional initiatives fund and Government leadership through public sector procurement policies. In 2007 the Buy Kiwi Made media campaign was developed by the Ministry of Economic Development in consultation with a reference group that included representatives of Business NZ, Buy NZ Made Campaign Ltd, NZ Council of Trade Unions, NZ Retailers Association, two independent advisers, and representatives of the Minister and the Government Spokesperson for Buy Kiwi Made.