It Must Be Something She Ate: Film Construction Shoots an Uplifting Sports Story for Beef + Lamb New Zealand

An inspiring portrayal of the origin story of rugby world champion Stacey Waaka launched this week. The new Beef + Lamb New Zealand commercial directed by Perry Bradley is a story that celebrates girl power and the explosive growth of women's sports in recent years.

The commercial is a tribute to Stacey Waaka's journey from a young girl overlooked for rugby games to becoming a world champion.

"Critical to the success of the commercial was the discovery of 9-year-old Ibanez Maeva as the young Stacey," says Bradley. "We needed that signature smile of Stacey, plus someone with stamina and rugby skills. I realised that the entire shoot rested on the shoulders of one extraordinary nine-year-old." Casting director Eryn Wilson scoured rugby clubs and schools to find a young actress with the right energy to become Stacey Waaka. Ibanez proved to be the perfect fit for the role, with her rugby skills, enthusiasm, and that all-important smile.

During the rehearsals and the shoot day, Ibanez Maeva worked tirelessly and outran some burly young rugby players. Her dedication and hard work paid off, resulting in a feel-good story that showcased her strength and resilience; one that young girls everywhere can aspire to. "I know we will see a lot more of her on-screen in the future", adds Perry Bradley.

The commercial's production didn't stop at the film - the Stills Division of Film Construction also handled the still photography component, showcasing their production range. According to Stills Producer Amie Gellert, working in tandem with the film team was a huge advantage as they could maximise every moment of their star's time. "We see the production as a whole rather than in two parts," she says, "as the needs of stills and film crossover seamlessly".

Beef + Lamb New Zealand has partnered with agency BCG2 to launch its first new brand platform since 2017. Good Things Start With New Zealand Beef and Lamb unveils rugby world champion Stacey Waaka as its latest ambassador.

The campaign – launched this week across broadcast and online TV – showcases Waaka’s winning smile, her love for New Zealand beef and lamb from an early age, and how these iron-rich foods have helped fuel her success as a professional athlete as an essential part of a well-balanced diet.

Waaka said: “I’ve grown up with delicious beef and lamb, and as well as loving the taste, it gives me the iron I need to perform. Being low in iron can impact our wellbeing, productivity and energy levels. I also love that feeling of bringing the whanau together around a great meal.”

The campaign is a collaborative effort managed by marketing strategist John Baker from Conductor. As creative lead, BCG2 created the campaign alongside Lassoo Media and PR Partners. It focuses on the world-class satisfaction of New Zealand beef and lamb and its health benefits while encouraging Kiwis to enjoy red meat with a clear conscience.

Baker said: “The collaboration between all the agency partners and the Beef + Lamb crew has been a highlight of this project. That, and the performances of, and chemistry between, Stacey and Ibanez (Young Stacey), make this a really special campaign.”

BCG2 ECD James Blackwood said: “It’s been an enjoyable project. Everyone had a really good time on this one, and I think it shows in the result. It’s inspirational and upbeat, which we could all do with a bit of. “I have to tip my hat to Perry Bradley and the team at Film Construction for capturing that intent so well. And to De Magnolia for the music. And to both Staceys. They were incredible to work with.”

With an original song, Your Time Will Come, written for the campaign by Ethan Blackwood and featuring Dende_the_Sensei and Alba Rose, Good Things Start With will be seen across broadcast TV, On Demand TV, and social media, with additional online video content that showcases the four key pillars of the campaign: taste, nutrition, iron, and sustainability.

Beef + Lamb NZ CEO Kit Arkwright said: “This is a really exciting time for us. As a country, we are committed to producing the best possible food, and New Zealand grass-fed beef and lamb is like no other. “Strategically, it’s a look over the shoulder to our great past campaigns with the likes of the Iron Maidens, and it’s a celebration of what makes Kiwis special.”

“We are sure more good things will start with this campaign.”