Lemon & Paeroa is a home grown brand with love for Aotearoa. In 2022 we did a limited edition summer can that featured a celebration of the Kiwi summer in te reo Māori. In 2023, we were asked to find even more creative ways to introduce Aotearoa to the beauty of te reo Māori in a uniquely lemony delicious L&P way.

The summer campaign wore te reo Māori with a vibrant summer flavour.

Helping the language to evolve, stay fresh and relevant in new contexts is an important aspect of language revitalisation. In 2022 we worked with our partners at Kai Māro, who developed an approach for L&P’s unique voice in te reo Māori. Tūrei Ormsby led the way with creative expressions that were supported by Te Taura Whiri Māori Language Commission. They helped us with the challenge, how do you say “lemony delicious” or “Limited Edition” in Māori?

Aotearoa summer is celebrated in the regions. We joined with a celebration of our regions in te reo.

We have many creative ways to describe New Zealand in te reo Māori. If the North Island is the fish that Māui pulled up, then Northland is Te Hiku o Te Ika - the tail of the fish. Wellington is Te upoko - the head and Taupō is the puku, the head.

This year we asked people where they were headed for summer and tips on how to answer in te reo Māori. We brought to life a journey through Aotearoa by celebrating what’s cool about Te Tai Tokerau North, Te Tai Hauāuru West, Te Tai Tonga South, Te Tai Rāwhiti East. If you’ve ever had a pāua pie at the Cafe 35 in Tokomaru Bay, or had a crayfish in Kaikōura, you know what the are talking about.

Our campaign helped spread the word as people journeyed out to their summer hotspots.

All summer long, our mate Awanuiārangi asked people “e haere ana koe ki hea?” Where are you headed? So, where are you headed? We might see you there.

The campaign blends a world famous brand, summer, te reo Māori and a vision of a proud Aotearoa embracing cultural authenticity and creativity.

Ngā mihi L&P. A career highlight in our 10 year relationship.