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.
The media campaign began in July 2007 with a focus on manufacturer and retailer communications and a nationwide newspaper insert. This celebrated the story of New Zealand manufacturing and the 250,000 people working in it. Direct mailings were made to manufacturers and retailers. Consumers were the focus of a newspaper, magazine, television, radio and outdoor advertising campaign that generated increase consumer interest in New Zealand made goods.
The Buy Kiwi Made media campaign works in close partnership with the Buy New Zealand Made Campaign Ltd. The Buy NZ Made kiwi in a triangle logo is promoted by the Government’s Buy Kiwi Made media campaign as an easy means of identifying New Zealand made products.
The story of New Zealand manufacturing has a cast of a quarter of a million people. That’s 250,000 workers who are making something in this country, for this country through local or international sales. When you buy something that’s made in New Zealand, you’re contributing to the story too. You’re keeping the wheels turning, people working and our prosperity growing.
As the dark clouds of economic recession move across the globe in 2009, Buying Kiwi Made makes a lot of sense.