General News


5 March 2018 


Beef + Lamb New Zealand have launched a new campaign titled #IAMPROUD starring the four sporting ambassadors known as The Iron Maidens. The latest instalments see a marked shift away from the style of previous promotions fronted by Beef + Lamb New Zealand’s admired ambassadors, focusing on their values as athletes and – ultimately – as role-models. 

Sarah Walker (Iron Maiden since 2008), Lisa Carrington (2012), Sophie Pascoe (2012) and Eliza McCartney (2016) each star in their own, unique video that focuses on what is important to them about being an Iron Maiden and what it means. The themes that are highlighted through the series range from legacy, inspiration, overcoming adversity, food and nutrition right through to sustainability. 

Rod Slater, CEO of Beef + Lamb New Zealand is the person responsible for the conception of the Iron Maidens almost 15 years ago.

“We’re incredibly proud of our latest series of videos starring the four Iron Maidens. Whilst I have loved every advertising campaign featuring the group for the promotion they have given New Zealand beef and lamb, #IAMPROUD is a campaign fit for 2018.

“#IAMPROUD really showcases what unique, talented and articulate role models the Iron Maidens are. If you are a young, aspiring Kiwi looking to make a difference, you could do a lot worse than holding one of these four, wonderful women up as an example to follow.”

Sarah Walker is the longest serving current Iron Maiden who joined the roster alongside original ambassadors Sarah Ulmer and the Evers-Swindell twins, Caroline and Georgina.

“I was blown away when Beef + Lamb New Zealand approached me – I couldn’t believe it, you had these kiwi legends Sarah Ulmer and the Evers-Swindell twins and then me, this BMX girl who was yet to medal. 

“The Iron Maiden girls are amazing not just because they are all very successful athletes but they are just really cool people and they are great human beings. We have this bond that is so natural and easy-going – we inspire each other to be the best we can be. It has become a legacy, a family of Kiwi women who remind us all to give 100%.”

Fans are encouraged to keep their eyes peeled during the up-coming 2018 Commonwealth Games where the videos will be featured as adverts as part of TVNZ’s coverage of the games. However, should anyone want an exclusive, early look at the videos, head to where they will be able to view all four full videos as well as plenty of recipe inspiration for beef and lamb dishes.  

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For more information contact:
Kit Arkwright,

Marketing Manager  Beef + Lamb New Zealand,

022 4570 557,  

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