What we did
To encapsulate everything Egmont Honey stood for and the key objectives for the campaign, we created a concept that would not only drive sales to Holland & Barrett using the exclusive promotion, but also grow Mānuka Honey as a category in the UK, by recruiting and resonating with Mānuka enthusiasts. The concept behind the campaign hashtag #MānukaMyWay, was to build a community of brand advocates and encourage creators to embrace the individualistic ways they like to consume Mānuka.
We combined our knowledge of the UK market with our access to thousands of quality micro & mid-tier influencers for this campaign so we could ensure only the best talent selection. To align with the category growth objective and to build awareness, we recruited passionate influencers from different categories such as athletes & musicians, to ensure a diverse range of content was produced outside of health, wellness & food categories we generally see across Instagram & TikTok.
From face masks & delicious mocktails, to granola bars & protein shakes, the influencers successfully captured the versatility of Mānuka Honey by embracing #ManukaMyWay in their own individual styles and reflecting the key aspects of Egmont’s personality.