Look back at 30 years of the Buy New Zealand Made Campaign and contrast that to how Kiwis are making products 30 years later in 2018.

 

Trademark History

The evolution of the iconic Kiwi Trademark

 

The iconic Kiwi trademark continues to be the most recognisable brands in New Zealand because the shape of the iconic Kiwi has been preserved throughout its 30 year history.

While the Kiwi has remained untouchable, there have been key evolutions in the Kiwi trademark over that time period.

 

 

New Zealand Grown

2017

The New Zealand Grown trademark was refreshed to align design with the New Zealand Made trademark. This logo provides labelling compliance with the New Zealand 2018 Country of Origin Food Labelling Act.

 

New Zealand Made Black & White

2013

The Kiwi took on its most minimalist form yet as previous designs were consolidated into one. It’s still the same iconic Kiwi, in a triangle and a clear country of origin trademark that all licensees can use in their provenance marketing.

 

New Zealand Made Red & Blue

2013

The updating of the classic blue and red Kiwi logo ensured the heritage of the Kiwi logo and its popularity was preserved.

 

Silver and Black Trademark

2012

The Silver and Black trademark was developed from a similar 2011 version commemorating New Zealand hosting the Rugby World Cup.

 
Trademark

Christchurch Made

2011

Following the devastating earthquakes in Christchurch, the Love Christchurch Campaign was launched, accompanied by the Christchurch Made Logo. This was made available at no fee to all Christchurch-based companies.

 

Rounded New Zealand Made

2011

The rounded version of the trademark was requested for by a number of businesses who wanted to modernise the look while retaining the traditional colours.

 

Bilingual Trademark

2007

The Billingual Trademark was developed in consultation with Te Taura Whiri i te Reo Maori (Maori Language Commission) and features the words "Hokona Aotearoa Ake" literally meaning "Buy New Zealand Definitely".

 

NZ Grown Trademark

2007

Agriculture, farming and seafood businesses needed a country of origin label for their meat, fish and dairy. Consumers recognise that products displaying this logo are New Zealand Grown.

 

Buy New Zealand, For New Zealand

2003

The Buy New Zealand, For New Zealand logo was utilised by the Government-funded Buy Kiwi Made Campaign throughout TV advertising.

 

New Zealand Made Gold and Black

1990s

An 'up-market' colour option was requested by a number of businesses in the 1990s and so the Black and Gold version was born.

 

New Zealand Made Red and Blue

1991

A simplified version of the original design that helped consumers know that the product was of 'New Zealand Made' origin.

 

Buy NZ Made

1991

This simplified version of the original design that encouraged the consumer to 'Buy NZ Made' product.

 

Buy NZ Made Icon with Kenny the Kiwi

1991

Kenny the Kiwi was created in a resurgence of the campaign in 1991. He was brought to life with a costume worn by campaign staff promoting the campaign at different events. Along with the trademark, Kenny The Kiwi was also used on TV to advertise the resurgence of the campaign.

 

Original Buy NZ Made Trademark

1988

The original trademark for the Campaign when it was launched in 1988 with the slogan "Buy N.Z. Made & Keep Your Country Working".

New Zealand Made Milestones

 

Our role is to provide brand and marketing tools to New Zealand businesses who make products here.

  • 2019 - 2018

    Making It New Zealand Series Launched

    A series of 30 videos was launched featuring what New Zealand manufacturers and makers are creating.

    A Custom URL service was launched ie: buynzorg.nz/businessname that verifies the printed Certificate of Licence to the digital database.

    The Buy New Zealand Made Campaign turns 30. Listen to the original NZ Made Chairman Barry Brill speak. Listen to the current Executive Director Ryan Jennings speak

     
  • 2017 - 2016

    New Campaign Website

    A new Campaign website is launched, including a licensee directory for greater Campaign and Trademark accountability.

    BuyNZ Marketplace

    The BuyNZ Market is launched, providing an exclusive platform to promote licensees, their New Zealand Made products and their stories.

    BUYNZ Market
  • 2016 - 2015

    Buy NZ Made Hero Awards

    The Buy NZ Made Hero Awards are launched in November 2016, an initiative to turn some of the nation’s top NZ Made companies into Heroes.

    Exhibitor of the Year

    The Buy NZ Made stand consisting of various licensees wins “Exhibitor of the Year” at the 2016 CRC Speedshow in Auckland.

  • 2014 - 2012

    People's Choice Awards

    The Buy NZ Made Campaign celebrates 25 years with the NZ Made People’s Choice Awards in October 2013.

  • 2012 - 2011

    Buy NZ website revamp

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

  • 2011 - 2010

  • 2010 - 2009

    Cottage industry membership implemented

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

    Major promotion through nationwide competition

    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 prize packs filled with goods donated by members. Entry boxes could be found in most major retail stores in New Zealand.

    getnzmade.co.nz website launched

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

  • 2008 - 2007

    Trade shows organised to promote NZ made products

    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.

    Oliver Driver campaign launched to promote manufacturing

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

    Buy NZ website relaunched with enhanced features

    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.

    Buy Kiwi Made media campaign developed by the Ministry of Economic Development

    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.

  • 2005 - 2001

    Labour Party and Green Party sign a co-operation agreement

    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.

    Retail membership category launched

    Prime Minister Helen Clark launches the Retail Membership category.

    Logo modernised

    Multiple promotions and advertising of Buy NZ brand

    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.

    Employers' and Manufacturers' Federations merge to become BusinessNZ

    The New Zealand Employers' Federation and the New Zealand Manufacturers' Federation merge to become BusinessNZ, which takes ownership of the Buy NZ Made Campaign.

  • 1999 - 1988

    Focus on promoting members' products

    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.

    Kenny the Kiwi TV adverts launched

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

    The first Kiwi Pride Festival held

    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.


    Mandatory country of origin labelling introduced

    Mandatory country of origin labelling is applied to clothing and footwear in 1992 and use of the kiwi logo continues to grow.

    NZ Industrial Supplies Office established

    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.

    TV commercial featuring Dame Kiri Te Kanawa

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

    Prime Minister and Minister of Commerce show support

    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.

    Buy NZ Made lobbies Government

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

    TV promotion begins

    1988/89 TV Advertising run to promote the campaign

    Kiwi in a triangle logo available to promote NZ made products

    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'.

    THE BEGINNING 1988 - Campaign launched

    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.

  • 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 BusinessNZ, 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.

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