Rooted in Heritage, Ready for Growth
Nestled in the Awatere Valley and run by the Macdonald family, Middlehurst Station is turning traditional high-country farming on its head, with a direct-to-consumer approach for its quality meat products, a destination store in Kaikōura and luxury on-site accommodation.
Common Ground PR was engaged to lead a strategic storytelling campaign that would spotlight Middlehurst’s offering with a focus on the nationwide premium Merino lamb and Angus beef delivery.
We wanted to spread the word about Middlehurst Station as a trailblazer in modern farming and premium food production.
Results: Framing the Future
Common Ground PR crafted a targeted, multi-platform media strategy designed to elevate Middlehurst Station’s narrative - grounding it in authenticity and aspiration. We developed a suite of compelling story angles: from the station’s intergenerational values to its bold business vision and high-end product offering.
This approach delivered exceptional results from a media coverage perspective.
Highlights included a prime-time feature on TVNZ’s Seven Sharp, long-form editorial in NZ Herald Canvas and an in-depth business story on National Business Review, inclusion in Kia Ora magazine, national coverage across FQ.co.nz, Your Weekend / The Post - and more.
This halo of coverage helped to position Middlehurst Station as a symbol of entrepreneurial spirit, premium provenance and the evolving face of New Zealand agriculture.
