The True Honey Co. appoints Federation as global creative agency partner

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The True Honey Co. appoints Federation as global creative agency partner

The makers of the world’s highest rated Manuka honey, The True Honey Co. has assigned lead creative duties on its global brand to New Zealand agency, Federation.


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 True Honey Co. gained international attention in October of 2019 when their 2017 Rare Harvest Honey became the world’s most expensive honey – with each 230 gram jar retailing for £1,388 (approx. $11,700 NZD per kilogram). Individual customers have been known to purchase up to 25 jars at a time to secure a supply of this exceptional rare product.

Jim McMillan, CEO of The True Honey Co., 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. 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.”

Says Sharon Henderson, CEO of Federation: “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.”

Says Jeanine Daly, global marketing director of True Honey Co.: “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.”