Waitoa
Waitoa is New Zealand’s premium free-range chicken brand, proudly owned by Inghams. Born in the heart of the Waikato, Waitoa is more than just chicken — it’s a story of sustainable farming, SPCA-accredited animal welfare, and New Zealand provenance. With its net carbon-zero certification, Waitoa represents the pinnacle of premium, responsible protein.
When Waitoa decided to enter Hong Kong, they turned to Incite for a full-service approach: helping them land in the market, managing distributor relationships, and building a strong social media presence to tell their story.
Waitoa
MARKET ENTRY + ACCOUNT MANAGEMENT + SOCIAL MEDIA MARKETING
Hong Kong
The Project
Challenge
Entering Hong Kong presented a series of challenges. The premium poultry space was crowded, dominated by established brands, so Waitoa needed to differentiate itself through its quality and sustainability credentials with a clear, premium positioning. Securing a distributor and successfully entering the retail channel required new product development and practical market insights. Meanwhile, building a brand social media presence from scratch meant creating a story that would resonate with local consumers and drive engagement, all while keeping campaigns cost-efficient.
Approach
Incite took a comprehensive approach to ensure Waitoa’s success. We began by researching the Hong Kong market in detail, studying competitors, pricing and potential distribution partners to identify where Waitoa would make the biggest impact. Once the strategy was clear, we managed the entire market entry process, negotiating with the distributor, coordinating the NPD and ensuring Waitoa’s premium story was reflected in every detail. We launched a social media strategy tailored specifically to Hong Kong audiences. By showcasing Waitoa’s story, from the rolling pastures of Waikato to the kitchens of Hong Kong, we created content that highlighted the brand’s premium quality and sustainability. Paid campaigns were optimised to grow the community, increase engagement, and drive efficient cost-per-click performance.
Outcome
Waitoa successfully established itself in Hong Kong’s premium retail market, with in-store presence that reflected its story and quality. The “always on” social media campaigns delivered strong results, growing a vibrant, engaged community and achieving impressive cost-per-click metrics.
“We are really happy with the work you have been doing. Fantastic to see the community growing and what a great Cost Per Click! Thanks for sharing these results, love your work.”