McKinney, Texas-based Nature Nate’s Honey Company has launched a national brand awareness campaign called “Ingredients: Honey.”
“It’s no surprise that once consumers try pure honey, it becomes their favorite sweetener. Yet, only 42 percent of American households buy honey today,” said Nathan Sheets, founder and CEO of Nature Nate’s.
“By launching a bold campaign, we’re on a mission to not only remind consumers about the natural goodness of pure honey but to emphasize that honey is the perfect natural sweetener for drinks, breakfast, lunch, dinner and everything in between,” he said.
Nature Nate’s has contributed to the growth of the honey category as the fastest growing honey brand by sharing the benefits of raw and unfiltered honey and attracting new honey consumers. In 2018, Nate’s brought an organic raw and unfiltered honey to the market, now the fastest growing subcategory up 8 percent in the last 52 weeks. In 2021, the brand released an ecofriendly pouch offering consumers a more sustainable package for their honey needs.
“One of the top reasons consumers don’t eat honey is because they simply don’t think about it, so we are going to grab consumers’ attention with disruptive ads using our signature bright orange honey bottle and smart, bold one-liners,” said Becca May, VP of marketing at Nature Nate’s.
“With our simple tagline, ‘Ingredients: Honey.’ we will attract new consumers with the simplicity of honey as compared to other sweeteners,” said May.
An integrated media campaign from LERMA/ will support the launch of the new creative from Bill and Todd creative agency. With a mix of streaming audio, programmatic out-of-home and paid social debuting in January and connected TV debuting in the fall, the awareness campaign will consist of media platforms that have invested in measurement partnerships to allow for even the highest funnel advertising to be quantified via attributable sales.
“We skipped the traditional honey messages of complex sourcing specifics and detailed flavor descriptors to instead keep it simple and solve problems for our audiences,” May said.
“The campaign will only become stronger as the programmatic execution learns and adapts to reach the consumers most likely to become honey users. The combination of brilliant creative and sophisticated implementation is how we will grow household penetration and inch closer to our goal of bringing premium honey to every table in the U.S.,” she said.
With sights set on growth, Nate’s began the year by announcing a merger with Sweet Harvest Foods, one of the largest honey packers in North America. The merger will accelerate the growth of the honey and natural sweetener market and enable the company to fulfill its mission of making premium honey accessible to every home in the country.
To view a sample of “Ingredients: Honey” videos, visit the Nature Nate’s YouTube channel.
For more information, visit naturenates.com.