Brand Strategy, Advertising Campaign, Digital, Social, Print, Photography, PR
1839 Honey needed an innovative campaign to launch their Mānuka honey and New Zealand’s first ‘honey pouch’ into Foodstuffs. RUN wanted to get away from the usual honey cues of bee keepers and the craft of making honey, and keep it real. In our initial discussions with 1839 and after tasting the honey, it was clear that we needed to get it into the hands - or better yet the mouths – of Kiwis. We wanted to take 1839 to the masses across New Zealand, so we thought let’s do that literally! Launching the innovative and exclusive honey pouch into the marketplace we used its mobile nature and ease-of-use as the catalyst for this twist in a typical sampling scenario, turning it into something to be in awe of, rather than your run-of-the-mill sampling campaign. The campaign was fronted by ‘Kent’ as he travelled Aotearoa, stopping at hot spots, while engaging with people he met along the way - all while showcasing the innovative new 1839 honey pouch. We captured all of this content in video and photography to be used throughout the campaign, particularly across social media.