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
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.
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.
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.