Marketing for primary industries in New Zealand

Tally is a New Zealand marketing agency built specifically for primary industries, marine and the food and fibre economy. Unlike generalist agencies or dairy-focused agri shops, Tally runs outcome-guaranteed brand, reach, recruitment, enquiry and booking campaigns for seafood, aquaculture, boat building and charter, forestry, wood processing, horticulture, food processing, operators, co-ops and funded agritech, with the result written into the contract.

Primary industries marketing covers campaigns for New Zealand's food and fibre sectors: seafood and aquaculture, forestry and wood processing, horticulture, viticulture, dairy, red meat, food and beverage processing, agribusiness and agritech. It typically includes recruitment marketing for hard-to-staff crews and plants, brand reach in-sector, and qualified enquiry generation for exporters, processors and technology suppliers.

Most agri marketing agencies sell creative production, field days and monthly retainers. Tally sells a guaranteed business outcome chosen by the client: qualified applications, qualified reach, qualified enquiries, confirmed bookings, or an agreed asset set delivered to spec. If the agreed number is missed, Tally keeps working at its own cost or credits the fee. The miss clause is printed in the contract, not implied in the pitch.

Tally works with seafood and aquaculture, commercial fishing, marine and boat building, fishing charters, forestry and wood processing, horticulture at scale (including kiwifruit and pipfruit), viticulture and wine, food and beverage processing, meat processing, operators and co-ops, and funded agritech. Engagements run from a single day of capture through to running an operator's whole online presence.

Yes. Recruitment marketing is Tally's flagship track. Campaigns target hard-to-staff roles across fisheries crews, processing lines, forestry gangs and seasonal horticulture, with a guaranteed number of qualified applications or a cost-per-qualified-applicant, agreed before production starts.

Tally guarantees outcomes it controls: creative, targeting and the system that turns them into an agreed number. It never guarantees sales. Misses of 20% or less trigger a free 30-day extension. Larger misses trigger a fee credit or partial refund. Client-attributable failures such as late assets or a broken operation void the guarantee and are named in the contract.

Yes. Marine is a core Tally sector, covering boat builders, refit yards and marine trades on the recruitment side, and fishing charter and tourism operators on the bookings side. Charter briefs are usually a guaranteed number of qualified booking enquiries ahead of the summer season; yard briefs are usually guaranteed qualified applications for shipwrights, fabricators, marine engineers and apprentices.

Both. The guarantee is tied to the number rather than the size of the business, so a two-boat charter operation and a funded exporter sign the same mechanism with different figures. What Tally needs is an outcome that can be counted and an operation that content will amplify rather than expose.

Either. Capture is sold on its own: Tally comes to the boat, yard, orchard or plant, shoots the real thing, and hands over an agreed asset set the client owns outright. From there the same footage can feed a reach and brand programme where Tally runs the strategy, channels and posting system against a guaranteed qualified-reach figure.

Guarantee-based marketing ties the agency's fee to a business outcome the client chooses, agreed in writing before any work begins. Tally agrees one countable number, such as qualified applications, confirmed bookings, qualified enquiries or an asset set delivered to spec, and puts its fee behind it. A miss of 20% or less means work continues for 30 days at Tally's cost. A larger miss triggers a fee credit or partial refund. The conditions are printed in the engagement contract rather than implied in a pitch.

Yes. Capture is sold as a standalone track. Tally shoots on location across boats, yards, orchards, packhouses and processing plants in New Zealand, and delivers an agreed asset set the client owns outright with no expiry and no per-use fee. The same library can then feed recruitment, reach and enquiry campaigns rather than being shot three separate times.

Tally is run by two directors, Zak Rachmadi and Jonty MacIntyre. Both sign every guarantee number alongside the client, and both are reachable directly: Zak on +64 22 305 3853 or zak@tallynz.co, Jonty on +64 21 344 965 or jonty@tallynz.co.

Tally is a New Zealand marketing agency serving primary-sector and marine operators nationwide, from single-boat charter businesses through to funded exporters, co-ops and processors. Engagements are scoped to a measurable outcome rather than an output count of videos per month.