Wedderspoon Mānuka Honey harnesses the power of NZ sunshine in brand refresh via True

Wedderspoon is one of New Zealand’s original Mānuka Honey brands. The team at Thoughtfull conducted deep consumer research to create an evolution of Wedderspoon’s brand architecture, identity and packaging. True were then tasked with creating a bold and joyful brand platform and comms strategy full of energy to match. Shifting category perceptions from medicinal necessity to a bright, tasty, daily ritual.

 

True shaped everything from brand voice and visual identity to storytelling across web and other digital touch points, Amazon and social. Every touchpoint was crafted to reflect the bright, uplifting feeling that pure liquid sunshine can bring to everyday moments.

The result? A new platform: Mānuka Powered by Sunshine.

Crafted to celebrate the unique role New Zealand’s natural environment plays in Wedderspoon’s honey. It reframes Mānuka as pure liquid sunshine: warm, energetic and oh-so-good.

Says 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.”

True launched the new brand with a social teaser campaign, instantly giving the brand a new, more playful look and tone of voice.

Says 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.”

In the spirit of the hive (pun absolutely intended) many hands helped bring the work to life with close collaboration with Studio24 for web design and Joy Productions for capturing the bees and beekeepers in action.

 

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