Brand image, cultural association and marketing: ‘New Zealand’ butter and lamb exports to Britain, c. 1920–1938

This article examines the branding and marketing strategies of New Zealand Producers Boards which were established in the early 1920s to coordinate the export of butter and lamb to Britain. The brand ‘New Zealand’ featured prominently in the promotion of lamb exports to Britain, whereas much more emphasis was placed on the ‘Anchor’ brand for butter. Because the ‘Mother Country’ was by far the biggest single export market for New Zealand butter and lamb, the branding and marketing activities of the Boards emphasised the strong cultural affinity that existed between Britain and New Zealand. Drawing on the relevant branding and marketing literature, the Boards’ annual reports, and reports by the Ministry of Agriculture and Fisheries, we show that ‘New Zealand’ and ‘Anchor’ conveyed the fundamental message of a shared British identity.