Our campaigns
For decades, Beef + Lamb New Zealand has been celebrating the good things that start with New Zealand beef and lamb. We tell stories of delicious food, good nutrition and the industry behind it all. Our campaigns spark conversation and get Kiwis cooking, from recipe ideas for Sunday roasts and busy weeknights, to championing the importance of iron and taking beef and lamb out into the community.
Explore our current campaigns and find out how you can get involved.
Lamb Cruiser
The Lamb Cruiser brings two Kiwi legends together - a Land Cruiser Prado and delicious New Zealand Lamb. A collaboration between Beef + Lamb New Zealand and Pacific Toyota, the bright green Lamb Cruiser takes New Zealand lamb on the road in a campaign designed to turn heads and get people talking.
Driven by Beef + Lamb New Zealand Ambassador and rugby star Stacey Waaka, the Lamb Cruiser is travelling around, making stops at beaches, rugby clubs, barbecues and community events along the way.
It is a playful celebration of New Zealand beef and lamb, bringing together the things that make Kiwi life so good; good food, good company and good times that start around a barbecue.
World Iron Awareness Week
World Iron Awareness Week is all about helping Kiwis understand why iron matters and the role food can play in getting enough of it. Beef and lamb are naturally rich sources of haem iron, which is easily absorbed by the body.
Beef + Lamb New Zealand has been behind the campaign since 2015, working alongside health professionals, educators, food producers, retailers and other organisations to get useful, practical information about iron out to New Zealanders.
Each year, more people get behind the campaign and find their own ways to bring it to life, from sharing recipes and nutrition advice to running events and creating educational content.
In 2025, campaign support grew by 113%, with organisations and individuals across the country helping more Kiwis understand the importance of iron and how to get enough through food and, where needed, supplements.
National Lamb Day
Every year on 15 February, Beef + Lamb New Zealand celebrates National Lamb Day, recognising the farmers, producers and communities behind one of New Zealand's most iconic foods.
Over the years, National Lamb Day has been marked in plenty of different ways, from barbecues at Parliament and national television appearances to events and activations around the country. Each campaign brings the story of New Zealand lamb to a new audience while celebrating the people and places behind it.
Dean Thompson’s lamb dish for National Lamb Day
A brief history of the New Zealand lamb industry