The most fun you'll have staying young.
The Australian Macadamia Society (AMS) came to us with a consumer awareness problem that was impacting it’s B2B and B2C sales. In competition with Macademias from other markets, this premium-priced product was having difficulty establishing the unique properties that could bring it better share of mind. Havas Worldwide Tokyo was tasked with with “rebranding” the Australian Macademia Nut to focus on it’s plentiful health and anti-aging qualities.
To create excitement and differentiate the Australian Macademian Nut by promoting it as part of a healthy lifestyle focused on keeping yourself young.
We eshewed a tradional media approach, instead going directly to health, beauty, gourmet and lifestyle influencers through events and online engagement to create new occasions to enjoy Macadmias.
In addittion to year on year increases in import level of the crop (over 70% between 2010-11), a robust highly targeted community of over 25,000 Macadamia “fans” has been created.
This model, originally developed in Japan, has now been rolled out in Taiwan and Korea through the Havas Worldwide network.