The New Zealand Merino Company has begun an eight-week promotional drive centred around the Autumn Muster.
The event, which involves the movement of sheep from high country pastures, is being used to highlight the commitment of ZQ wool growers to attract global demand. NZM described the campaign as a platform to showcase the grower values of care, responsibility, and quality.
Dave Maslen on the Significance of the Autumn Muster in Showcasing ZQ Grower Values
Dave Maslen, NZM’s Chief Customer Officer, explained that the Autumn Muster provides a powerful illustration of grower values. “The Autumn Muster is a moment that beautifully captures the heart of ZQ. It’s a chance to show the world that our growers’ commitment to quality and care isn’t just a philosophy – it’s something they live and breathe, season after season.”
A Movement Rooted in Ethical Stewardship and Sustainability
ZQ has been recognised as the world’s leading ethical wool standard since its establishment in 2007. Growers adhere to strict benchmarks that cover fibre quality, animal welfare, environmental safeguards, and social accountability. NZM frames ZQ not just as a certification but as a movement grounded in heritage and stewardship.
The Autumn Muster: A Cultural and Practical Milestone in Wool Production
NZM has placed the Autumn Muster at the heart of its campaign, describing it as both a practical and cultural milestone. The company highlights how the event illustrates key values of ZQ: land stewardship, careful animal management, and strong rural leadership.
“The Autumn Muster gave us a raw, authentic canvas to work with – it’s visually stunning, but also rich with meaning,” said Creative Director Ian Sweeney.
“It’s about leadership, legacy and doing things the right way.” The imagery underscores both farming practices and the surrounding alpine environment.
Multi-Channel Marketing Strategy to Showcase ZQ Wool’s Legacy and Quality
A hero video anchors the campaign, setting the overall narrative direction. Four accompanying one-minute films expand on themes such as legacy, animal welfare, heritage, and the people behind the wool. Blog content provides further insight, linking the stories of growers with the wider campaign.
The message is clear for NZM: “Premium wool doesn’t just happen – it’s the result of doing the right thing, from the very beginning.” Content is being distributed via the company’s website and digital platforms.
Celebrating the Heritage and Stewardship Behind New Zealand Wool
The campaign places a strong emphasis on growers and tradition, reinforcing rural values such as heritage and intergenerational stewardship. The New Zealand wool stands out globally, which gives the consumers transparency without the need for heavy regulations.
Export growth is closely linked to rural productivity, which makes this message a true celebration of the wool sector’s contribution.