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Rowse invests in £4million bee campaign

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Zeal Creative is working on Rowse Honey’s new £4m marketing campaign to raise awareness of its work protecting bees and beekeepers worldwide.

The Manchester agency has activated the brand’s first on-pack promotion, to educate customers and giveaway 100k seed packs.

“The Squeeze That Protects The Bees” campaign also includes a television advert, featuring Top Boy actor Emeka Sesay.

“The new campaign highlights that by choosing Rowse honey, consumers are making a positive contribution to protecting bees around the world. It reflects our passion and commitment to protecting bees and promoting beekeeping, which has a hugely positive impact on the natural environment,” said Kirstie Jamieson, Marketing Director at Rowse Honey.

“We know from our consumer research that the centrepiece ad will drive purchase intent with consumers who connect very strongly with its purpose-driven environmental message.

“Through the TV ad and wider campaign, we are continuing to build brand affinity for Rowse and appealing to eco- and health-conscious consumers looking to make the right choices by highlighting the quality of our honey and the work we are doing to help create a better, more sustainable world.”

Zeal’s London operation is working on shopper strategy, pack design and campaign management.

“We’re incredibly proud of the “Feed the Bees” planting promotion and pleased to see it connect consumers with Rowse’s first purpose-led campaign through a tangible shopper experience,” said Tim Solano, Managing Director, ZEAL creative London.

“This project seeks to communicate sustainability and encourage shoppers to share in these values as much as drive sales. When executed well, these campaigns can be exceptionally powerful and engage the growing number of conscious consumers who are looking to spend money with brands that do good.”

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