Brand Tone

Authentic, educational, and premium; also approachable and passionate, adapting to more playful on certain platforms without sacrificing core message.

Brand Values

• •Purity and Authenticity
• •Quality and Efficacy
• •Heritage and Passion
• •Sustainability and Respect for Nature
• •Inclusivity and Thoughtfulness

Best Practices

• •Lead with Authenticity: Always use transparent and honest language. Clearly explain the UMF/MGO ratings and what they mean for the consumer. Avoid making unproven medical claims, instead referring to the honey's well-researched properties and traditional uses.
• •Anchor in Heritage: Regularly weave the brand's story Dfamily-owned, New Zealand roots, and passion Dinto your copy. This differentiates M&H from larger, more corporate competitors and builds an emotional connection.
• •Educate, Don't Just Sell: Frame your copy around educating the consumer. Create content that answers common questions, explains the science simply, and offers creative ways to use the honey. This positions the brand as a trusted expert.
• •Use a Premium Lexicon: Employ words that reflect the high quality of the product: "potent," "pure," "rare," "harvested," "certified," "authentic." This reinforces the price point and the value proposition.
• •Adapt the Tone, Not the Values: While the tone can be adapted for different platforms (e.g., more playful on TikTok), the core values of purity, quality, and authenticity must remain consistent in every message.

Social Perception

Trustworthy and high-quality provider of genuine Mānuka honey; seen as a local, family-owned New Zealand business. The brand is perceived as scientifically certified and offers a premium product.

Copy Examples

• •Nature's potent remedy, bottled with care. Our UMF 20+ Mānuka Honey is a daily ritual for supporting your immune system and digestive health. Pure, powerful, and straight from the pristine forests of New Zealand to your family.
• •Ever wonder what UMF really means? The 'Unique Mānuka Factor' is your guarantee of purity, potency, and authenticity. A higher number means more of the powerful natural compounds you love. Trust the grade, feel the goodness.
• •POV: You just upgraded your morning wellness routine. This isn't just honey; it's pure New Zealand Mānuka magic. #ManukaHoney #NZMade #Wellness
• •Experience our rarest harvest. The Limited Edition UMF 26+ is a testament to the power of nature, with a minimum of 1280mg/kg of methylglyoxal. Presented in a glass jar featuring Braille, this is more than honey D it's a multi-sensory journey into the heart of New Zealand.
• •From our family to yours. Beekeeping has been our passion for over 40 years. Every jar of M&H honey holds a story of muddy boots, breathtaking landscapes, and a deep respect for the bees that make it all possible. Taste the dedication.