[1][2][3] Cars and tractors used in the protests would particularly display signs showing opposition to Prime Minister Jacinda Ardern, Government funding of Mongrel Mob affiliated rehabilitation programmes, and a vehicle emissions feebate scheme popularised as a "ute tax".

[4][5][6] The Howl of Protest campaign was organised by the farming advocacy group Groundswell NZ, which had been founded by two West Otago farmers named Bryce McKenzie and Laurie Paterson, who opposed the Labour Government's regulations on grazing, harvesting and freshwater use.

[7] In July 2021, Groundswell NZ organised the Howl of Protest campaign to express farmers, horticulturalists and tradespersons' opposition to the Government's freshwater, winter grazing, indigenous biodiversity and proposed vehicle emissions incentive scheme.

[8][9][10] On 16 July, Groundswell staged protests in 57 cities and towns across New Zealand including Auckland, Christchurch, Dunedin, Mosgiel, Whangārei, Dargaville, Kerikeri, Kaitaia, Levin, Dannevirke, Te Awamutu, Amberley, Greymouth, Alexandra, Wānaka, Invercargill, Timaru, Gisborne, and Hastings.

Tractors and particularly utes were seen driving down Queen Street in the morning and afternoon, tooting and displaying signs which showed criticism and resistance against Jacinda Ardern and proposed car tax laws.

The Tākaka protest was organised by Averill Grant and attended by Tasman District councillor Celia Butler and National list MPs Maureen Pugh and David Bennett.

Hoggard also claimed that rural communities were experiencing a "winter of discontent" and described the so-called "ute tax" as the "straw that broke the camel's back" for many farming families.

The National Party sent all their MPs across the country to show support and engage at the demonstrations, shortly before releasing a political advertisement slamming the government tax proposals.

[23] Greenpeace Aotearoa New Zealand Executive Director and former Green Party leader Russel Norman accused the protesters of supporting the pollution of rivers and opposing the Māori language.

[24] Co-founder Laurie Paterson stated that the second planned protest campaign was in response to the Government's refusal to address their concerns about freshwater and climate change mitigation policies.