Manuka Health is one of the few global producers of Manuka honey, a monofloral medicinal honey exclusive to New Zealand. The brand’s premium, burgeoning product was up against a major challenge: educate consumers on the distinction and efficacy of the product in order to justify its price point.

Our solution: Position the product as a lifestyle superfood.

As a Senior Designer at Madwell, I helped lead the team and client through two distinct digital campaign creative directions, including a digital and social ad plan, landing page, retail activations, and an influencer partnership strategy.