Comvita is a leading producer of Manuka honey in New Zealand, also offering a range of other natural health supplements.
To create content that drives awareness of Comvita’s products, benefits and point of difference as one of the original Manuka honey brands to both trade and consumer audiences. The scope of work included one trade event book and several series of consumer-friendly blogs. Right throughout, it has been crucial to pitch the tone and voice in a way that accurately reflects the brand values, heritage and drives engagement with each audience.
A preliminary client discussion helped to uncover the purpose and objectives of the content and gain an understanding of the business, brand, and audience. The next development phase involved reviewing an extensive founder autobiography to capture unique facts and anecdotes which would help tell the exceptional story of Comvita’s conception as one of the world’s first Manuka honey brands decades ago. With the foundations to shape the framework for the event book, we can begin colouring in the gaps with creativity and knowledge!
Before developing a detailed angle for each blog content piece, plenty of time was dedicated to researching scientific reports to ensure the integrity of work. From then on, it’s all wrapping up the facts and key messages in great stories that make people want to read on and learn more.
Several series of blog content under specified themes which educate consumers and trade on product features, benefits, and quality. Themes centred around annual events and occasions, products, and specific health benefits.
Ahead of a scheduled trade event, The Lucid Agency created content for a Comvita brand book which gives a detailed and engaging overview of Comvita's brand story, its heritage and key NZ visitor destinations to raise awareness among the trade audience.