AUCKLAND, Today: True has refreshed Wedderspoon Mānuka Honey for the U.S. market, rolling out a new brand platform, campaign, communications guide, Amazon presence and web content.
The project builds on strategy work by Thoughtfull, which explored consumer insights to evolve Wedderspoon’s brand architecture, identity and packaging.
True was then brought in to create a bold, energetic platform designed to shift perceptions of Mānuka honey from medicinal product to a bright, everyday ritual.
The agency developed the brand voice, visual identity and storytelling across web, Amazon, social and other digital touchpoints.
At the centre of the refresh is a new platform: Mānuka Powered by Sunshine. The idea celebrates the role of New Zealand’s natural environment in producing Wedderspoon honey, positioning Mānuka as pure liquid sunshine — warm, vibrant and good for everyday moments.
“When every brand in the Mānuka category offers essentially the same product, audiences default to price over loyalty.” – Ashleigh Prince, Group Business Director True
Ashleigh Prince, Group Business Director True, “When every brand in the Mānuka category offers essentially the same product, audiences default to price over loyalty.
“Mānuka Powered by Sunshine captures the unique role New Zealand’s sun plays in Wedderspoon’s Mānuka Honey and shifting perceptions from medicinal necessity to everyday joy.”
The refreshed look launched with a social teaser campaign, introducing a more playful tone and visual identity for the brand.
Maddie Barlett, Associate Brand Manager Wedderspoon, “For years, Wedderspoon has been in a busy category that often blends together, but one where Wedderspoon should shine brighter.
“Mānuka Powered by Sunshine brings the brightness, energy and warmth of Wedderspoon honey back to the shelf, and back to the category. We are proud to shift the narrative from function alone to creating everyday moments of joy”
The work was delivered in collaboration with Studio24 on web design and Joy Productions, who captured bees and beekeepers in action for the campaign.
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