Creative Strategist – Jess Willemse
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Central Otago Artisan Food Story

Tasting a region is as important as seeing one. In Central Otago you will find food artisans, making unique flavours sing from the edge of the world. 

The Central Otago Artisan Food Story was an interviewing and copywriting project undertaken to support the regions marketing and identity collateral.

CENTRAL OTAGO
ARTISAN FOOD STORY

 
 

Tasting a region is as important as seeing one. In Central Otago you will find food artisans, making unique flavours sing from the edge of the world. 

 

CLIENT – Central Otago District Council

AGENCY – Richards Partners

TEAM – Brian Richards and Jess Willemse

KEY ACTIVITIES – Interviewing, Distillation, Copywriting

 
 

 

PROJECT PROCESS

 
 
 
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Insight

Geologically unique, Central Otago's extremities deliver rare micro-climates harnessed by the regional artisan food producers. Only here can you experience worldly flavours at your doorstep. Discovering the flavour of Central Otago is a demanding experience. There’s no map, no marketing, no directory - it’s all taste of mouth as opposed to words.

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Opportunity 

Telling the collective story of tenacious artisans is how we approached developing this narrative. There was an opportunity here to not only develop key insights for tourism material, but build on the strong regional identity story in place.  

Interviews were conducted on-site with eight artisan food producers over two days. From the humble bee-keeper to the masterful flavour-magician, each with their own origin stories. 

The goal here was to draw out the anecdotal gems that will shape food and cuisine marketing material for the Central Otago District Council.

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Key Outcomes

Distillation and copywriting took place on-site following the interviews. 

A series of key messages, master story, sub stories and photography guidelines were developed for the project. 

In addition to the marketing material, a call to action was put forward to the community regarding sensitive development in building an enduring future legacy. The fun-seekers are over in Queenstown, Central Otago is for the wanderlusters.  

These pieces now live as part of the Central Otago - A World of Difference website, complementing a full series of stories that shape the regional identity.