The premium New Zealand Mānuka honey producer is launching an extensive TV campaign in Germany for the first time in the company’s history. Since January 16, 2023, 10-second spots have been airing on ARD and will continue through February.

To highlight the premium quality of the Mānuka honey, great care was also taken in media planning to ensure a high-quality advertising environment. Pure premium placements were booked directly before the ARD Tagesschau. The TV campaign is planned and executed via the booking platform of AllMediaDesk.

Matthias Mroczkowski, Chief Sales Officer at AllMediaDesk, is pleased to support the client in this first step: “Tagesschau, as a serious and one of the most important news formats in Germany, provided the ideal environment for Mānuka Health’s campaign. We also expect a positive transfer effect to the brand and further reinforcement of the honey’s premium quality.”

The campaign fits perfectly with current trends, as conscious nutrition has become increasingly important to people over the years. In a 2022 survey by the German Federal Ministry of Food and Agriculture, 89% of respondents stated that the health aspect of food is particularly important to them.

Mānuka Health is tapping into this trend with its premium natural products. A particular focus is placed on the Manuka Health honey products, which feature a high MGO content. MGO stands for methylglyoxal, a naturally occurring bioactive compound in honey derived from the nectar of the Manuka plant.

In addition to its ingredients, the harvesting and processing of Mānuka Health honey are also remarkable: great emphasis is placed on gentle and expert processing methods.

To convey this message, Mānuka Health uses powerful visuals in its two TV spots, showcasing the breathtaking, untouched landscapes of New Zealand accompanied by soothing sounds. This highlights the direct connection between pristine nature and Mānuka Health honey — a link that is essential to the product and reflects the company’s philosophy.