The "We're Loving Wool!" message will be shouted from billboards, buses and shop displays this week.
It's Wool Week, and the farmer owned Primary Wool Co-operative is funding a range of activities organised by fashion writer Anna Caselberg.
Primary Wool chairman Bay de Lautour said more than 35 designers and retailers were participating in the programme, which was part of the on-going International Campaign for Wool launched three years ago.
"And the Wool Week will actually be starting with a presentation at Britomart in Auckland, on Monday, and during the week there will be continuous activity in and about Britomart. Part of that will be a show with sheep on a carpet and a display of the flame resistant qualities of wool."