New Zealand Merino captures the heart of ethical wool in new Autumn Muster campaign
The New Zealand Merino Company (NZM) has launched a new campaign celebrating the passion, care and leadership of ZQ growers – with the Autumn Muster as its powerful centrepiece.
ZQ, established by NZM in 2007, is the world’s leading ethical wool standard. Its growers meet strict requirements across fibre quality, animal welfare, environmental care and social responsibility – making ZQ the wool of choice for global brands committed to producing exceptional natural products.
Running over eight weeks, the campaign offers a rare glimpse into the season’s first major milestone, when growers work to bring their flocks down from the high country. More than a tradition, the Autumn Muster is a living symbol of the values that set ZQ wool apart – deep respect for the land, unwavering care for the animals and a commitment to excellence that begins in the field, not the boardroom.
View the campaign hub here.
“The Autumn Muster is a moment that beautifully captures the heart of ZQ,” says Dave Maslen, Chief Customer Officer at NZM. “It’s a chance to show the world that our growers’ commitment to quality and care isn’t just a philosophy – it’s something they live and breathe, season after season.”
The campaign leans into rich storytelling and cinematic visuals to give audiences a glimpse into the real New Zealand – not just its breathtaking landscapes, but the people whose skill and stewardship sustain them. From the way sheep are handled with precision and care, to the protection of fragile alpine ecosystems, the Autumn Muster is a showcase of the values ZQ growers live by every day.
“We wanted to create something that felt honest and immersive,” says Ian Sweeney, Creative Director. “The Autumn Muster gave us a raw, authentic canvas to work with – it’s visually stunning, but also rich with meaning. It’s about leadership, legacy and doing things the right way.”
The campaign features a hero video that sets the tone for the series, supported by four one-minute videos exploring key themes: legacy, animal welfare, the human element and heritage behind ZQ wool. Each video is paired with a blog post that dives deeper into the stories and values behind the visuals.
For NZM, it’s an opportunity to remind industry and consumers that premium wool doesn’t just happen – it’s the result of doing the right thing, from the very beginning.
The Autumn Muster campaign is now live on NZM’s website and will roll out across multiple channels over the coming weeks.
Creative Director – Ian Sweeney
Production – NZM
DOP and Editor – Jason Larraman, Man In Your Head
Stills – Dean Mackenzie
New Zealand Merino
Head of Brand & Customer Engagement – Maria Ryan-Young
Marketing Manager – Katrine Comeskey
Communications Manager – Debs Sim
Customer Engagement Manager – Olivia Anderson
Content & Creative Lead – Jasmine Shaughnessy
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