New Zealand doubles down claiming it has the world’s best lamb in tourism campaign

Tourism New Zealand has capitalised on the publicity surrounding Meat and Livestock Australia’s summer campaign, issuing its rebuttal online.

In its recent campaign, MLA claims New Zealand does Australia better than Australia and suggested the two countries come together to form New Australia-land.

Tourism New Zealand has responded to MLA’s latest ad campaign

In response, TBWA\Sydney and Tourism New Zealand have put New Zealand at the centre of the conversation and contended New Zealand actually has the world’s best lamb.

In an online campaign, Tourism New Zealand has created a new tongue in cheek website which rebrands New Zealand’s shape on the world map to a lamb chop.

It also details all the characteristics, locations, lifestyle benefits and cultural events which the country contends it does better than Australia.

Taking aim at Australian cuisine

The brand has also responded to MLA’s Twitter post, saying countries constantly seek out partnerships with New Zealand.

Andy DiLallo, chief creative officer at TBWA\Sydney, said: “Aussies seem to think Kiwis are all about Phar Lap and flat whites, but NZ has so much more to offer; exciting art and culture, a great food and wine scene and a rich history of one-upmanship. We realised this was the perfect creative opportunity to share all this awesome stuff with the rest of the world.

“There are just so many signs pointing to the fact that New Zealand has all the best bits of New Australia-Land, not forgetting the lamb… it even looks like a chop.”

Andrew Waddel, general manager of Tourism New Zealand, added: “We felt the people of New Zealand needed to respond to such a proposition, so we packaged all of the best bits of New Australia-Land into one place. They all just happen to be in New Zealand.

Igniting debate: Is Kiwi beer better than Australian brews?

“There is no limit to what you can experience when you make the trip across the ditch, which for our friends on the eastern seaboard is as quick as two movies and a meal.”


  • Client: Tourism New Zealand
  • General Manager: Andrew Waddel
  • PR Manager: Lauren Blank
  • Campaign Manager: Lauren O’Connor
  • Digital Campaign & Conversion Specialist: Chloe Hedley
  • Creative agency: TBWA\Sydney
  • CEO: Paul Bradbury
  • CCO: Andy DiLallo
  • Creative Director: Katrina Alvarez-Jarratt
  • Creative Director: Ben Clare
  • Creative Director: Doug Hamilton
  • Creative: Andrew Torrisi
  • Creative: Meredith Besseling
  • Creative: Anne Lau
  • Integrated Producer: Elicia Varley/Ben Stephens
  • Designer: Chris Mawson
  • Business Director: Helen Campbell-Borton
  • Planner: Matthew Moran
  • PR: Eleven
  • Media: Blue 449
  • Julia Bannerman: Associate Client Director
  • Owen Browne: Performance Director
  • Philippa Fong: Senior Performance Executive

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