Health retailer Holland & Barrett has launched an integrated £1.5m campaign called 'The wonder of Manuka' to encourage transparency within the Manuka honey industry, during which its flagship London store in Marble Arch has been renamed 'Honey & Barrett' for four weeks.
Holland & Barrett is already one of the biggest sellers of Manuka, and is adopting new stringent guidelines that it says will help reassure customers they are buying the genuine article.
The Marble Arch store features an interactive window with giant life-like Manuka flowers bursting through its storefront and immersive sounds filling the air of Oxford Street.
'For too long the Manuka honey industry has been subject to mystery and confusion, and we want to put the power back in the consumer’s hands. This campaign will celebrate the wonder of Manuka, its rich history and powerful properties. We’re proud to be the first retailer on the high street to adopt these new guidelines and hope to see the rest of the industry following suit,' says Caroline Hipperson, global CMO of Holland & Barrett.
James Barnes, strategy director at creative brand experience agency Backlash, adds: 'A campaign and message of this importance deserved a retail experience that was out of the ordinary to really capture the consumer’s attention and engage them in the Wonder of Manuka in a more meaningful way. Today’s shoppers are looking for more value from high street retailers and it is fantastic to work with a retailer such as Holland & Barrett who champion the value of retail experience.'