1839 Honey

1839 Honey, a premium New Zealand honey brand, partnered with Raise Communications to support the launch of its innovative squeezable pouch in Foodstuffs supermarkets. With a focus on educating consumers and establishing 1839 as a honey category leader, Raise designed an influencer campaign that delivered both buzz and measurable results.

Purpose
The campaign aimed to generate hype around the launch, position 1839 as a pioneer in the honey space, and educate consumers on the health and taste benefits of its Mānuka-certified, triple-churned honey. A key goal was to help the product stand out on crowded supermarket shelves and drive trial and purchase through engaging, authentic content.

Plan
Raise developed a tailored influencer strategy targeting three core audience segments: foodies, health and wellness advocates, and parents. Influencers were selected for their alignment with the brand and reach within 1839’s target market. Each was briefed to create eye-catching content in their signature style, highlighting the product’s unique format, natural credentials and health benefits. Raise managed every step from talent sourcing and briefing to content approvals and posting, ensuring consistency, creativity and impact.

Impact
The campaign delivered over 105,000 impressions and more than 4,000 engagements, with several influencers providing bonus content at no extra cost. Collaborating with content creators across food, wellness and parenting harnessed the power of their trusted networks to showcase the new squeezable pouch and communicate the health and taste benefits of 1839 Honey in a compelling and relatable way. The campaign introduced the brand to a wide and relevant audience, driving awareness and interest at a key retail moment.