Honey brand Rowse has launched its biggest ever marketing campaign, with a £4m investment that includes a new television advertisement to highlight the role that the brand plays in supporting British beekeepers.
The activation will roll out across digital, television, social media and in-store activation from Monday 2 November. The commercial will air for four months to incorporate the key honey sales period from autumn through to Pancake Day in February.
WARNING: The above video contains brief nudity.
The advert, created by BMB and narrated by Gyles Brandreth, opens with a young female preparing a quick breakfast using Rowse honey. The narrative shows beekeepers harvesting honey while bees pollinate the flowers and create nature all around him. It also shows a group of people running naked through the field to highlight the brand’s all-natural credentials. It then returns back to the female character in her kitchen and closes with the line “…and all before 7:30”.
The overarching message of the advert, Rowse said, was to show how every time you eat the honey, you can help change the world by supporting beekeepers and their bees.
Kirstie Jamieson, Rowse marketing director, commented: “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 beefarming apprentices.
“The campaign helps position Rowse honey as a brand that supports nature and the world we live in, thanks to it being 100% natural. Essentially, Rowse honey is one of the ‘good’ foods that consumers should be putting in their basket.”
BMB business director Richard Wilcock added: “This is our first TV commercial for the UK’s best selling spread and we couldn’t have created more of rousing story of the remarkable natural wonder that is Rowse honey. We hope to have created an ad that will educate the British public on the remarkable cycle of events that make this a natural treasure, not only a delicious addition to your daily breakfast but a key contributor to supporting nature.”
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