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Rowse Honey is a household name in the UK, but it’s almost double the price of own-label. But there is a clear reason why.

We developed the new TV and radio campaign to bring the life their commitment to bee welfare and why Rowse is the only purpose-led honey on the supermarket shelves.

Rowse sales had remained stagnant for about a decade. Bobbing along as number one in the Spreads category. But not growing. In sales terms, penetration was flat. The same people were buying the same honey from the same brands. All rather Ground Hog Day in the honey aisle.

So, we needed to shake off these stale, entrenched behaviours and sell an extra 240,000 squeezy honey bottles a year, each year. 

So, on one hand we needed to justify why Rowse is worth paying more for and on the other hand show how versatile honey is. Honey isn’t just for breakfast.
The campaign brought to life the lengths Rowse go to to protect bees with their Hives for Lives programme, whilst showing how versatile its honey is. 
 
In a world of greenwashing, band wagoning and belt-tightening, we needed to land this message with a powerful, evidenced, and inspiring tale.
 
What if… we were all a bit more Rowse. A bit more give and take. What if… we each did one small thing, together we really could make a difference. 
 
And The Squeeze that Protects The Bees was born. An honest tale of what Rowse do to protect bees and an invitation for others to do their bit too.
 
Within the heart of the comms, a vegetable stir-fry sits. An influencer concocted, insta-worthy wok of honey-drizzled veg opening eyes to a new way to use honey.  Equally at home next to the hob, in evening meals as it is for breakfast.