Hawaiian Host unveils new brand campaigns in Singapore

New brand campaign messages for Hawaiian Host and Mauna Loa brands will be unveiled at TFWA Asia Pacific Conference & Exhibition (Focus stand B2/E28) this year. 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 considered the dynamics of both brands, looking at existing customers and attracting a potential new audience, both in home markets and whilst travelling. 

The Hawaiian Host customer is looking for an indulgent, authentic product that enables them to share the ‘Aloha’ spirit wherever they may be in the world. The word ‘Aloha’ is symbolic not just of Hawaii but as a greeting. A way of expressing affection and appreciation; a thank you and ‘you’re welcome’. It’s an ideal term for travellers looking for gifting products and is a perfect tag-line to appeal in travel retail.

“The new tag-line ‘Indulge with a little Aloha’ is meant as a proposition to the public – to life 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,” explains Kate Abano-Wee, Hawaiian Host Global Brand Manager​.

Offering a wide variety of products, including Classic Original Macadamia nuts in dark, milk and white chocolate variations, Tiki Classic Macadamias, plus regionally targeted green tea Matcha Macs®, and licensed Hello Kitty boxes, which are perfect for Asian travellers.

For Mauna Loa, the new tag-line ‘Crunch to a Different Beat’ focuses on the macadamia nut’s unique, crunchy texture and buttery flavour unlike any other nut, Mauna Loa is all about snacking and sharing with stand up pouch bags in a variety of flavours such as Mango Chipotle Macadamias, Honey Roasted Macadamias, and Maui Onion & Garlic Macadamias perfect for on-the-go eating.

“The new tag-line 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,” continues Kate Abano-Wee. “Snacking and sharing is a growing category within travel retail and, with consumers looking for healthier confectionery alternatives, brands there are huge opportunities for brands such as Mauna Loa.

Hawaiian Host continues to  focus on growing in the gifting category within Asia and reports growing numbers over the past year, despite a tough market. With key travel retail locations  through Korea, Taiwan and Thailand, the Hawaiian Host and Mauna Loa brands are also extremely popular with Japanese and Korean consumers.