Promotional campaign run by NZTE heads online with digital showcase
New Zealand Trade and Enterprise (NZTE) has expanded its ‘Made with Care’ global campaign in Vietnam this year, putting the spotlight on the country’s premium fresh produce offering.
The government’s international economic development agency continued its partnership with retailers Aeon, Go!, FujiMart and Winmart in addition to implementing NZTE Vietnam’s very first livestreaming activations.
Food and beverage (F&B) products play an important role in the trade relationship between Vietnam and New Zealand, accounting for 81 per of New Zealand’s exports to Vietnam. F&B exports totalled NZ$993mn for the year ending December 2025, with key products including apples, kiwifruit, and dairy.
NZTE first launched its ‘Made with Care’ campaign in 2021 and in 2026 it incorporated 11 leading New Zealand brands including Premier Star apples from Bostock, Dazzle apples from the Dazzle Apple Association, Sonya apples from Freshco, Sassy apples from Golden Bay Fruit, Meadow Fresh milk, Queen New Zealand apples from Mr. Apple, Koru apples from RD8, Rockit apples, Envy apples from T&G Global, Pink Lady apples from the Pink Lady Association, and SunGold kiwifruit from Zespri.
To help these brands effectively reach Vietnamese consumers, NZTE worked independently and alongside retail partners to run over 20 four-hour-long livestreaming selling sessions by the end of July.
Viewers could watch, engage, and buy ‘Made with Care’ combo boxes in real-time, giving local consumers a curated taste of six premium New Zealand brands (Bostock, Meadow Fresh, RD8, Rockit, T&G, and Zespri) with immediate order fulfilment handled seamlessly by local delivery partners across Ho Chi Minh City.
Connecting with shoppers across digital channels is increasingly important in Vietnam, according to NZTE, with the live e-commerce market projected to reach US$11bn in 2026. It noted that livestreaming bridges the ultimate consumer gap for fresh produce, building immediate trust.
“By showcasing item quality, colour, and premium origins in real time, global exporters can bypass traditional distribution layers, speak directly to Vietnam’s growing middle class, and capture impulse grocery purchases where food and beverages already dominate digital shopping carts,” the NZTE ‘Made with Care’ Vietnam project team said.
“Through live cut-and-taste demos, unboxings, and direct chat interaction, fresh produce brands can showcase their gold-standard logistics and premium quality in real time, converting viewers into active buyers with a single click.”
Livestreaming can serve as a powerful tool for fresh produce brands, with its value extending beyond just a sales channel.
“Brands get clarity on product knowledge gaps through livestream chats that reveal widespread misconceptions about your product. For instance, viewers might ask how to store a certain fruit, so they don’t spoil, or what recipes pair best with the product,” the NZTE ‘Made with Care’ Vietnam project team said.
“Brands can also learn the exact barriers to purchase of their product, whether it’s confusion about the product’s origin, uncertainty about how to tell if it’s ripe, amongst other examples.”
“Brands learn more about which sensory triggers make people buy and can better identify the visual cues that become the anchor for future marketing content.”
