Yealands raises cheer for sustainable Kiwis

Yealands raises cheer for sustainable Kiwis

An online campaign by Yealands is toasting the endeavours of six Kiwis on missions with a sustainability bent.

It showcases stories that align well with the values of the family-owned wine business, from a mentor who helps families and schools grow their own produce to a social enterprise leader who makes furniture from wood salvaged from Christchurch buildings.

"All of our finalists are working in areas with sustainability as a goal either within the environment or in developing future generations," says the label's global brand manager Angela Flynn.

The label's founder, Marlborough entrepreneur Peter Yealands, was the first to commercially farm greenshell mussels in New Zealand and was also a deer farmer.

"Peter has a track record of making trail-blazing, innovative plans come to fruition," says Flynn. "He wanted to build a campaign to celebrate our local success stories, now and for years to come."



Satellite Media managed the campaign, finding the finalists, making online video and developing the website. Website visitors can vote daily for the finalists, who win a share of $25,000. Voters go into a draw to win $5000.

Alongside the website, the campaign has used radio advertising, online advertising, PR and retail activity with on-pack necktags, displays and price promotions.

Kiwi participants can also win $5000 by liking Yealands on Facebook. The competition runs until 30 April. Among the finalists are musician Iva Lamkum, Frank Stationery owner Jason Holdaway and Sea2Summit7 adventurer Dave Williams, who raises awareness and funds for male mental health. 

Read about these Idealog alumni in the Yealands spotlight.