AUCKLAND, Today: The makers of the world’s highest-rated Manuka honey, The True Honey Co, has assigned lead advertising creative duties and appointed strategic marketing partner on its global brand to Federation NZ.
There was no incumbent – previously, all creative was handled in-house.
It’s not clear if there was a pitch, but True’s PR advisor Paul Gunn confirmed a Federation team picked up the global business after travelling to the client’s Napier HQ to present their credentials.
True honey is sold in premium retailers around the world including Selfridges and Harrods in London; the brand is already a multiple Best Awards winner for its design innovation.
The company gained international attention in 2019 when its 2017 Rare Harvest Honey became the world’s most expensive honey – with each 230 gram jar retailing for £1388 (NZ$11,700) per kilogram).
Individual customers have been known to purchase up to 25 jars at a time to secure a supply.
“In Federation, we have a strategic partner and creative agency with specialist brand, e-commerce and marketing automation capabilities – a team who share our ambition to achieve global recognition.”
True ceo Jim McMillan says the company is on a global growth trajectory. “Since the outbreak of COVID-19, we’ve experienced a surge in demand from around the globe,” he said (in a statement).
“We’ve put a lot of time and effort into crafting a truly premium brand with authentic New Zealand attributes. Our focus now is on maximising our global footprint and sales with the appointment of Federation.”
Federation ceo Sharon Henderson said: “The True Honey Co is a legend in the making and one of New Zealand’s most prized export brands.
“We’re thrilled to be charged with the task of helping them grow on the international stage and will bring the experience and partnerships we’ve built from developing global campaigns for clients like Emirates.”
True global marketing director Jeanine Daly said: “Our brand is already distributed in the UK and the Middle East.
“By focusing on a strong working relationship with one lead creative agency for the world, we’ll be driving growth of True Honey as a global Kiwi brand across our portfolio of products.
“In Federation, we have a strategic partner and creative agency with specialist brand, e-commerce and marketing automation capabilities – a team who share our ambition to achieve global recognition and distribution.”
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