Shrek media blitz not just a sheep joke

Shrek - the sheep who became a global phenomenon - has generated tens of millions of dollars worth of media coverage for the New Zealand merino and premium garment industry, says former Saatchi & Saatchi London head James Hall, who now works for Assignment.

Before and after images of Shrek were picked up by print and electronic news organisations around the world, making the stunt a publicity coup for merino outdoor clothing company Icebreaker, because Shrek was wearing a specially made Icebreaker top displaying the company's website.

Icebreaker chief executive Jeremy Moon said the international exposure was brilliantly timed, given the company's rapid expansion in the United States, Europe and north-east Asia.

The event had thrust New Zealand merino wool onto the world stage and linked the origin of merino to the beauty of the Southern Alps.