Haddrell's Honey (New Zealand)
Communicating a story of quality that transcends borders
Communicating a story of quality that transcends borders
Educating consumers that quality honey is worth paying for, with Haddrell’s Honey as the de-facto mark of quality among honeys.
Communicating a story of quality that transcends borders
Educating consumers that quality honey is worth paying for, with Haddrell’s Honey as the de-facto mark of quality among honeys.
Challenge
Haddrell’s Honey had to compete with the various Manuka honey brands in the market, and consumers did not understand the difference between common and quality honey.
Approach
We understood Singaporeans were willing to pay for quality, and leveraged on science to provide irrefutable evidence of quality, by demonstrating the anti-bacterial properties of honey with high UMF factor.
To increase product visibility among consumers, we partnered with a local café to launch an exclusive menu with Haddrell’s Honey as the main ingredient, and organised public activations with Nature's Farm to promote the products.
Results
• Drove consumer perspective change in Manuka Honey as part of a key component of a healthy lifestyle.
• Interview features with the founder who shared about the health benefits of the honey.
• Media and influencers supported conversion by directing consumer traffic to retailers carrying Haddrell Honey.
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