Rowse Honey, the UK’s number one spread brand, launched its biggest ever marketing campaign this week with a £4 million investment across digital, TV, social media and in-store activation.
The campaign will air for four months on TV - the longest ever duration from Rowse Honey and will cover the key honey sales period from autumn through to Pancake Day. Inspired by the role bees play in pollination, the campaign aims to reinforce Rowse Honey in consumers’ minds as the natural choice at breakfast time and tells the story of Rowse Honey as “The Natural Wonder.”
The overarching message of the advert shows how every time you eat Rowse Honey, you have a role to play in pollination by supporting beekeepers, who look after bees. The TV advert, which was created by BMB, opens with a young female preparing a quick informal breakfast using Rowse Honey. The narrative then takes the viewer on a journey from an everyday kitchen to a heroic beekeeper, harvesting honey whilst his bees pollinate the flowers and create nature all around him. We zoom out through countryside and hundreds of fields before eventually the Earth appears on screen. We then return to the female character enjoying her breakfast topped with honey, safe in the knowledge she’s started the day by doing something good, helping to pollinate the world’s crops.
Kirstie Jamieson, Rowse Honey marketing director, comments: “Our latest advert is designed to highlight how doing small yet wonderful things can help change the world. This is much more than an advertising campaign for us - it"s a real mission that affects everything we do as a brand, from funding research into bee health, to funding the next generation of bee farming apprentices.
Creative Credits:
Ad Agency: BMB
Creative Director Matt Waller
Art Director Jenny Piggott
Copywriter Harry Boothman
Account Director Richard Wilcock
Agency Producer Catharine Griffiths
Director/ Production Co David Wilson / Colonel Blimp
Producer Corin Taylor
Post Production Happy
Sound Design Wave
DoP Benoit Soler
VIA «This New Ad For Rowse Honey Is Interrupted By A Band Of Nudists» by Jane Storm