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The New Zealand office of Chinese digital marketing agency UMS has been appointed by Pāmu, to create and manage its digital marketing presence in China. 

Pāmu, the brand name for Landcorp Farming Limited, is a recognised leader in New Zealand’s agricultural sector. They are sheep, beef, dairy and deer farmers, selling to most of New Zealand’s largest national food processors along with smaller regional producers. 
They also market premium products under the Pāmu brand around the world. This includes a range of organic and single source milk products, designed with the most discerning Chinese consumers in mind.  

Pāmu has appointed UMS to build the brand and product awareness among Chinese consumers. UMS will establish a digital presence and brand marketing strategy for its Pāmu, Pure Organic and One Farm brands.  
UMS will be tasked with launching and managing WeChat accounts for Pāmu and creating and executing digital marketing campaigns to align with offline store promotions. 
UMS will also create a library of Chinese language content, design product catalogues and manage ongoing digital consultancy for the company.   

“We are delighted to be working with Pāmu to help them grow their brands in China,” says Jessica Miao (pictured), Chief Executive Officer at UMS. “New Zealand’s food producers have an excellent reputation among Chinese consumers and we are looking forward to leveraging this positive sentiment to help raise awareness of Pāmu’s brands and products and help to build a loyal community of fans.”   

Emma Adcock, Marketing and Brand Manager for Pāmu, says “While still a relatively small part of our business, taking our world class quality natural foods to the world under the Pāmu brand is part of our strategic approach focused on maximizing returns for the company beyond our farm gate.  
“Our entry into China is a key milestone for the company, and we are confident that we have the right product and the right partnerships in market to make this a success, and UMS is one of those key partners. There is huge potential for high end milk products – both powder and UHT – in China and we look forward to continuing to develop our offerings in the Chinese market.” 

Glenn Baker

Glenn is a professional writer/editor with 50-plus years’ experience across radio, television and magazine publishing.


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