Market Challenge & Innovation

For a premium New Zealand honey brand entering the competitive US wellness market, Comvita needed to establish brand recognition and consumer trust while educating Americans about Mānuka honey's unique benefits and UMF levels. With a 50-year heritage unknown to US audiences, Comvita required strategic messaging that would build credibility and differentiate their premium products in a crowded health supplement space.

Strategic Approach

I developed comprehensive email marketing campaigns that progressively built brand affinity through strategic storytelling. The four-email welcome series introduced subscribers to Comvita's unique heritage and Mānuka flower benefits, while specialized flows included post-purchase sequences, abandoned cart recovery, and new product announcements. The signature "For the Love of Bees" World Bee Month campaign balanced product education with conversion-focused messaging, incorporating playful puns while maintaining brand guidelines around Mānuka honey as a daily wellness ritual.

Business Impact

Created strategic email flows that established brand recognition for Comvita's US market entry. Delivered comprehensive campaign suite including welcome series, behavioral triggers, and seasonal promotions that balanced education with conversion goals. Achieved exceptional engagement metrics, including emails with 60% open rate across 15,000 recipients, while successfully driving traffic to their new US e-commerce platform and supporting their direct-to-consumer growth strategy.