Macadamia nut specialist Hawaiian Host will launch new brand campaign messages for Hawaiian Host and Mauna Loa at the TFWA Asia Pacific Conference & Exhibition (stand B2/E28).
Both are based on tag-lines designed to summarise the value proposition to the consumer: ‘Indulge with a little Aloha’ for Hawaiian Host and ‘Crunch to a Different Beat’ for Mauna Loa.
In creating the new brand tag-lines, Hawaiian Host said it considered the dynamics of both brands, looking at existing customers and attracting a potential new audience, both in home markets and whilst travelling.
Hawaiian Host Global Brand Manager Kate Abano-Wee said: “The new tag-line ‘Indulge with a little Aloha’ is meant as a proposition to the public – to live a life embodied by the ‘Aloha Spirit’, to take time to enjoy life’s simple moments and to remember that Hawaiian Host’s chocolate covered macadamia nut products are a window into that way of life.”
Hawaiian Host products include Classic Original Macadamia nuts in dark, milk and white chocolate variations, Tiki Classic Macadamias, green tea Matcha Macs and licenced Hello Kitty boxes.
For Mauna Loa, the new tag-line ‘Crunch to a Different Beat’ focuses on the macadamia nut’s crunchy texture and buttery flavour. Mauna Loa is aimed at snacking and sharing and comes in stand-up pouch bags. A variety of flavours are available such as Mango Chipotle Macadamias, Honey Roasted Macadamias and Maui Onion & Garlic Macadamias.
“The new tagline will help us to expand the awareness of macadamia nuts in the snacking and nut category and introduce the Mauna Loa brand to new markets, stimulating interest and trial,” commented Abano-Wee. “Snacking and sharing is a growing category within travel retail and, with consumers looking for healthier confectionery alternatives, there are huge opportunities for brands such as Mauna Loa.”
Hawaiian Host continues to focus on growing in the gifting category within Asia and has reported increasing sales over the past year. The company is present in key travel retail locations through Korea, Taiwan and Thailand and its products are popular with Japanese and Korean consumers.
