The world's finest nut
The Australian Macadamia Society (AMS) came to us with a consumer awareness problem that was impacting its B2B and B2C sales. In competition with Macadamias 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 “rebranding” the Australian Macadamia Nut as a premium brand, by focusing on its plentiful health and anti-aging qualities.
To create excitement and differentiate the Australian Macadamia Nut by promoting it as part of a healthy lifestyle focused on keeping yourself young.
To promote its qualities based on 3 key words “beauty” “tasty” and “premium,” by bringing attention to the health and anti-aging benefits of Palmitoleic acid that Macadamias contain, as well as creating new recipes with Macadamias. We eschewed the traditional media approach, but created engagement through events and online activity to create new occasions to enjoy Macadamias.
In addition 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 other Asian nations (Taiwan and Korea) as well as Europe (Germany) through the Havas Worldwide network.