ASB shines a spotlight on progressive Kiwi businesses in latest campaign
Pic's Peanut Butter, Burger Burger, Craggy Range and Farmlands - they're businesses well-known across New Zealand, created by some inspirational, innovative, and passionate people. And ASB is celebrating their achievements by heroing their progress stories in their latest business banking campaign.
Head of business marketing Sumi King says the campaign is focused on how they measure progress, and so it was only fitting that some of ASB's entrepreneurial and forward-thinking customers were included.
"We have some incredible business people who bank with ASB whose stories are inspiring. We're really proud to have been part of their journey and we want to acknowledge and recognise their progress and success," King says.
"For a lot of our customers and those at the centre of our latest campaign, the way they measure progress is by helping other people advance, and giving back to their communities which is something we think is worth celebrating.
"Featuring in the campaign is Mimi Gilmour-Buckley, hospitality queen, and self-titled boss lady and founder of Burger Burger.
Gilmour-Buckley says the idea of progress fits well with Burger Burger, which has expanded rapidly since it was founded in 2014.
"When we first opened it was just ridiculous. I mean people were fighting to get through the door," Gilmour-Buckley says.
"It's one thing when you're sitting there with these ideas in your head and you take that leap of faith. I could visualise what success looked like, but when we first opened in Ponsonby it was more than I could have ever dreamed of.
"For Gilmour-Buckley, her goal is to open a further 12 Burger Burger restaurants across New Zealand in the next three to four years.
She is a champion of hospitality as a career path for young New Zealanders and the expansion of her business allows her to offer more opportunities in this space.
Gilmour-Buckley is one of eight business owners included in the campaign, alongside Pic Picot, Jordan Rondel The Caker, Ronnie and Doreen Xue from QEX Logistics, Peter Reidie of Farmlands, Mary-Jeanne Peabody from Craggy Range and Jason Witehira from New World Victoria Park.
Asked what progress means to him, Picot says it is the difference he makes by creating opportunities for people in the Nelson community.
"It's being responsible for these people, and giving them the opportunities of being part of something extraordinary," Picot says.
"Other than that I love the Nelson community. I love being able to have an immediate effect on the community by sponsoring the sort of things that we do. I want it to be a better place for everyone to live in.
"Pic's Peanut Butter employs more than 45 staff in Nelson and produces 20,000 jars of peanut butter a day. Picot says the partnership with ASB had been instrumental in the company's success.
The ASB Business Banking campaign runs until the end of October and was a collaboration with advertising agency True.
Janisa Parag, head of planning at True, says the idea behind the campaign was to showcase businesses and their measure of progress.
"Bringing to life our Masterbrand platform of progress for ASB Business has allowed us to champion the New Zealand companies who are doing business differently – and who see progress is measured in more than simply dollars and cents," Parag says.
"We were inspired by the stories from Pic Picot from Nelson, who puts the community at the heart of his business, and Burger Boss Mimi Gilmour-Buckley who plans to dominate the burger world through a savvy marketing mindset."
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