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New Zealand Honey Co.

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New Zealand Honey Co.

New Zealand Honey Co.
New Zealand Honey Co logo White
New Zealand Honey Co logo White
New Zealand Honey Co range
New Zealand Honey Co range

New Zealand Honey Co: Scaling a Premium Manuka Honey Brand in China

Summary

• Ranked #5 NZ Manuka Honey Brand Online – Reached top 5 within two years via strategic content and influencer execution.
• Social Channels Launched – Activated WeChat, Weibo, and Little Red Book for brand building and community engagement.
• KOL/KOC Seeding Program – Product sampling drove grassroots trust and organic buzz.
• Content-Led Growth – Developed tailored campaigns and brand topics to spark awareness and interaction.
• Tmall Store Optimisation – Strengthened presence, driving visibility and demand for high-grade UMF26+ Manuka honey.

1. Brand Objectives & Market Ambitions

New Zealand Honey Co. offers certified UMF26+ Manuka honey—among the highest-grade honey products globally. Despite strong quality credentials, the brand lacked awareness in China. With a Tmall store already live but underperforming, the goal was to scale brand recognition and drive sales by positioning NZHC as a household name in the premium honey category.

2. Social Media Activation & Brand Storytelling

We launched official accounts on WeChat, Weibo, and Little Red Book to build a digital presence aligned to local content consumption habits. High-quality creative and editorial content was published monthly—tailored to reflect the brand’s heritage, health benefits, and unique UMF26+ story. Exclusive hashtags and engagement-driven themes amplified participation and earned reach.

3. Influencer Seeding & Community Building

We implemented a coordinated KOL and KOC sampling program, selecting voices with credibility in wellness, parenting, and natural remedies. Sample recipients shared authentic reviews, extending product discovery into new circles and building early-stage consumer trust. As audience response grew, trial content organically converted into purchase intent.

4. eCommerce Enablement & Performance

We strengthened the Tmall store’s brand expression and merchandising to reflect the new positioning and product storytelling. As awareness compounded across digital touchpoints, we saw growing consumer demand for high UMF-rated honey—especially in moments of seasonal health interest. This translated to meaningful uplift in traffic, engagement, and sales.

Outcome

New Zealand Honey Co. quickly emerged as a standout in China’s competitive honey sector—earning recognition as the #5 New Zealand Manuka Honey brand online by year two. The brand’s transformation from low visibility to category relevance was anchored by content, community, and cross-platform execution calibrated for the China market.


“Our partnership with Stratforms has been instrumental in establishing MiniJumbuk in China. Their approach to navigating the market, executing across multiple channels, and driving consistent growth has been exceptional.” – Brett Woods, CEO, MiniJumbuk

“Our partnership with Stratforms has been instrumental in establishing MiniJumbuk in China. Their approach to navigating the market, executing across multiple channels, and driving consistent growth has been exceptional.” – Brett Woods, CEO, MiniJumbuk
Scott Brundell, NZ Honey Co

Scott Brundell

Owner

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