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.

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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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