Iron Maidens: Sophie Pascoe, Eliza McCartney, Lisa Carrington and Sarah Walker.

Beef + Lamb New Zealand have launched a new campaign titled #IAMPROUD – starring four sporting ambassadors known as The Iron Maidens.

The latest instalments see a marked shift away from the style of previous promotions fronted by Beef + Lamb New Zealand’s admired ambassadors, focusing on their values as athletes and – ultimately – as role-models. Sarah Walker (Iron Maiden since 2008), Lisa Carrington (2012), Sophie Pascoe (2012) and Eliza McCartney (2016) each star in their own, unique video that focuses on what is important to them about being an Iron Maiden and what it means. The themes that are highlighted through the series range from legacy, inspiration, overcoming adversity, food and nutrition right through to sustainability.

Rod Slater, CEO of Beef + Lamb New Zealand is the person responsible for the conception of the Iron Maidens campaign almost 15 years ago. “We’re incredibly proud of our latest series of videos starring the four Iron Maidens. Whilst I have loved every advertising campaign featuring the group for the promotion they have given New Zealand beef and lamb, #IAMPROUD is a campaign fit for 2018.”

Fans are encouraged to keep their eyes peeled during the up-coming 2018 Commonwealth Games where the videos will be featured as adverts as part of TVNZ’s coverage of the games. However, should anyone want an exclusive, early look at the videos, head to where they will be able to view all four full videos as well as plenty of recipe inspiration for beef and lamb dishes.

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