UMF™ is the only quality and rating system that independently certifies the presence and quality of all factors that make New Zealand mānuka honey unique.
With a strong presence in New Zealand, UMF partnered with Jive PR + Digital to make an impact in the US market. Their goal was to effectively promote the UMF independent certification while driving awareness and assurance around product quality. Through authentic and relatable content, they wanted to educate new audiences about New Zealand manuka honey and why the UMF quality mark and rating are essential.
Jive facilitated an influencer campaign to increase UMF’s brand awareness and emphasize how they create value and trust through their independent certification and provide quality assurance for everyone who values New Zealand’s mānuka honey. By leveraging 4 credible influencers in the health and wellness space, Jive successfully created buzz (literally) and excitement around UMF’s members, while educating new audiences to look for the UMF mark and testing on the pack for confidence and quality assurance.
In the end, UMF was recognized by consumers, retailers, distributors and regulators as the only true and trustworthy quality mark and inspired them to look for the UMF mark and rating on the pack.
Total Reach
Total Impressions
Link Clicks
Total Likes
Instagram Story Impressions
Instagram Story Reach
41.7k total impressions between the 4 influencers.
30.4k total reach through influencer content.
1.2k total engagements.
23 pieces of UGC content promoting the UMF quality mark and rating.
Harnessed long-term partnerships across the UMF™ brand to build credibility and loyalty.
