Brand Campaign for Manuka Health

The Goal:

Drive awareness for the brand with existing and new consumers outside the traditional buying period of cold & flu season (Sept-Feb) by positioning manuka honey as a year-round wellness product, expanding its usage to include benefits for gut, digestion, and skin health.

The Strategy:

To achieve this, we developed a brand campaign that emphasized manuka honey's broader health benefits. We partnered with the Benchmarking Company to conduct a consumer perception study, where 80 participants aged 25-45 took a teaspoon of manuka honey daily for 28 days. The focus was on perceived benefits of gut health, digestion, and skin health. Our findings revealed that 88% of participants reported healthier-looking skin after the study period.

The Hook: Skincare Just Got Delicious

The Engagement: Try the 28-day honey challenge | 28% off with email sign-up

Retail Integration: Sprouts accepted our pitch as a custom campaign allowing us to expand the message into their ecosystem.

Campaign contributed to a 20% year-over-year growth at Sprouts stores, a 46% year-over-year growth on Amazon, and an impressive 332% year-over-year growth on direct-to-consumer (D2C).

The Campaign: Beauty For Breakfast

  • Advertisement for a 28-day honey skincare challenge, showing two women with one holding a jar of honey and the other smelling honey with a spoon.

    Digital Landing Page

    Developed a dedicated web page to showcase consumer perception findings, present public research on the skin benefits of manuka honey, and feature user-generated content (UGC) and influencer testimonials.

  • A woman with dark hair and fair skin smiling at the camera, holding a jar of Manuka Honey and showing her lips. Sunlight highlights her face, and she is wearing earrings and a necklace. The jar is labeled Manuka Honey.

    Influencer & Content Marketing

    Onboarded three influencers to participate in the 28-day manuka honey challenge, with each sharing their progress and results throughout the month to engage and inspire their audiences.

    See Content
  • A woman about to eat mashed potatoes, with a spoonful lifted in front of her, with the text 'When you're in balance on the inside' overlaid.

    Streaming TV

    Formed a strategic partnership with Amazon to run 30-second ads across all Amazon devices, maximizing brand visibility and reaching a broad audience.

    Watch Ad
  • Laptop displaying a wellness or health website with an article about adding Manuka honey to a morning skincare routine, featuring images of skincare products and honey.

    Hearst Media Buy

    Launched a co-branded article in Women’s Health, complemented by high-impact native ads across top publications including Good Housekeeping, Cosmopolitan, and Prevention, driving brand awareness and engagement.

    Read Co-Branded Article
  • Shelf display of Manuka honey jars and packets, with promotional tag highlighting health benefits and sale prices.

    Sprouts Integration

    Pitched the campaign to Sprouts as an exclusive retail partner, securing their support to amplify the brand's reach and visibility within their stores and ecosystem.

    See Digital Landing