Macadamias. What’s not to love?

The not so humble Macadamia nut had spent much of its life just beyond arms length from regular everyday consumers - often dismissed as a decadent luxury or indulgence (after all, it is the world's most expensive nut, but it is the most nutritionally rich too).

So when the World Macadamia Organisation asked us to help them exponentially multiply global nut sales (oh, and create a brand for the organisation too), we went looking for new ways to harvest a few premium nut truths - like protein, vitamins and key nutrients, and above all this - the unique crunch of and universally adored taste of Macadamia (sorry cashews, you just had too many carbs).

We advocated the shift from a souvenir store snack, to a health and wellbeing superfood. And because every new food product we know thrives on a community of evangelists, we repositioned Macadamias as a valuable and nutritionally complete raw ingredient (like an avocado or an egg) and perfectly tuned the brand and communications to the best qualified and most committed health & wellbeing segment we could find; West Coast Women of the US.