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Rising star Wai Mānuka set to shine in Matariki media campaign
Earlier this month, oOh!media New Zealand and Whāriki Māori Business Network named Wai Mānuka as the first recipient of Te Whakatairanga Grant, which supports rising Māori businesses.
Kiwis nationwide will now see Wai Mānuka – a premium non-alcoholic beverage infused with Mānuka honey – celebrated across oOh!media’s networks thanks to its media advertising prize package.
The new campaign launches just in time for Matariki, spotlighting it as a beverage to be shared with whānau and friends during this time of renewal and reflection.
A blend of tradition and innovation
Featuring proximity-based creative designed with oOh!media’s studio team, the campaign points shoppers directly to nearby stockists, providing the fast-rising brand with significant visibility to boost growth further.
“Te Whakatairanga is about creating meaningful visibility for Māori businesses and celebrating their excellence in public spaces,” says Mark Banbrook, oOh!media NZ’s national sales director.
“Wai Mānuka’s campaign does exactly that by blending tradition with innovation to deliver a product built for Aotearoa and abroad.”
The brainchild of Bay of Plenty friends, the brand has already gained fans in overseas markets such as the US and Japan, and is now focused on building recognition in its native Aotearoa.
A drink that honours whakapapa
The campaign taps into the values of manaakitanga, whanaungatanga and aspiration by positioning Wai Mānuka as a drink that honours whakapapa while looking confidently toward the future.
“Our vision has always been to take a distinctly Māori product ki te ao – to the world – and this campaign allows us to deepen that kaupapa here at home,” says Joseph Harawira, CEO and co-founder of Wai Mānuka.
“We’re proud to share our story during Matariki – a time to pause, reconnect and celebrate together.”
Renée Smith, GM of Whāriki Māori Business Network, says: “We’re grateful to partner with oOh!media on Te Whakatairanga. This kaupapa creates real, visible impact for our businesses, like Wai Mānuka.
“Theirs is a brilliant example of Māori excellence, and we’re proud to support a platform that helps share their story with Aotearoa.”
The Wai Mānuka campaign will be live until June 25 in line with Matariki.
