Bringing Turci to Kiwi Kitchens: A 360° FMCG Marketing Story
- Rachel Murrell
- May 2
- 3 min read
When it comes to launching a new FMCG brand into a competitive market like New Zealand, success depends on more than just shelf presence. At William Aitken & Co (WAC), we believe true brand growth happens when every channel works together — and Turci’s arrival on the New Zealand scene is proof of the power of a 360° marketing approach.
From building a social media following to in-store activations, strategic sampling, and award-winning customer engagement, here’s how WAC helped Turci Spray Extracts make their mark.
Establishing a Social Media Presence
First impressions matter. We partnered with Point B Strategic Marketing to build Turci’s brand presence across Meta platforms, launching a "Follow to Win" campaign that drove immediate engagement. In just a few weeks:
478 Facebook likes were generated
506 followers joined the Turci community
We introduced Turci’s unique cold-pressed garlic, chilli, basil, onion, and lemon sprays to Kiwi food lovers with vibrant content, competitions, and direct engagement.
Explore Turci’s pages:
Paid Advertising to Drive Awareness
Alongside organic growth, a targeted paid advertising campaign helped extend Turci’s reach even further. Our promotional video reached thousands, highlighting the ease and flavour of Turci in everyday Kiwi kitchens.
In-Store Presence: Meeting Customers Where They Shop
Our partnership with Foodstuffs Precision Media brought Turci to life in New World stores across the North Island. With high-visibility flanners (flag banners) and shelf placement, we created brand touchpoints where they matter most: at the point of purchase.
In-store promotions paired with seasonal awareness campaigns, including pre-Christmas activity, ensured Turci wasn’t just on shelves — it was on shoppers’ minds.
Showcasing at the Foodstuffs Expo
To further elevate Turci’s profile within the retail industry, WAC proudly showcased the product at the Foodstuffs Expo — one of the biggest events in New Zealand’s FMCG calendar. With an eye-catching display and product demonstrations, we were able to connect directly with store owners, category managers, and decision-makers from across the Foodstuffs network.
This gave us the opportunity to bring the Turci story to life, highlight its point of difference, and build valuable retailer relationships that support in-store execution and long-term sales.
Driving Trial and Consumer Love: Black Box NZ Sampling
Understanding that trial leads to conversion, we partnered with Black Box to get Turci directly into the hands (and kitchens) of consumers.
Through Black Box’s highly targeted in-home sampling programme, Turci reached thousands of households, gaining real feedback and sparking organic social buzz. The results?
80% of respondents said they would recommend Turci to others
71% said they would purchase Turci in the future
69% praised the flavour range
57% loved its convenience and ease of use
235 written reviews and high social engagement followed
Turci’s campaign success was officially recognised with a Silver Medal from Black Box, a major achievement for a newcomer to New Zealand shelves.
A True 360° FMCG Marketing Approach
Every touchpoint was carefully considered:
Social Media: Building a following and generating authentic engagement
Paid Advertising: Targeted video campaigns to build awareness and drive trial
In-Store Promotions: Capturing attention at the point of sale
Consumer Sampling: Driving trial and building advocacy with trusted voices
At WAC, we specialise in bringing international brands to New Zealand and building FMCG success stories. From strategy to execution, our hands-on support and local market expertise make the difference.
If you’re looking for a partner to help your brand thrive in the New Zealand FMCG market, talk to the team at WAC — we’re ready to champion your next success.
