New Zealand Merino’s Autumn Muster Captures The Heart Of Ethical Wool And Kiwi Leadership

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.

“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.

Credits

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

About The New Zealand Merino Company
Since its 1996 beginnings as industry-good organisation, Merino New Zealand, The New Zealand Merino Company (NZM) has been a champion of innovation and challenging the status quo.

Now the leading global marketer and seller of ethical wool, it fosters direct connections between growers and the world-leading brands that use their fibre. The NZM model offers stability and security against the volatility of the commodity market for both while striving for a better impact on the world.

NZM operates two wool sourcing programmes, ZQ which sees growers meet world-leading fibre quality, animal welfare, environmental, and social responsibility standards, and ZQRX which goes a step beyond with its framework for growing wool using regenerative practices on farm.

For more information, visit www.nzmerino.co.nz

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