ZEAL activates Rowse’s first on-pack promotion as part of a £4m campaign

The UK’s most effective brand activation agency, ZEAL creative, is working with Rowse Honey to deliver the brand’s first ever on-pack promotion and raise awareness of the honey producer’s work to protect bees and beekeepers worldwide.

As part of a £4 million “The Squeeze That Protects The Bees” integrated campaign, which includes a high-profile TV ad featuring Top Boy actor Emeka Sesay; zeal’s London team is supporting Rowse with shopper strategy, pack design and campaign management. ZEAL has developed a vibrant on-pack promotion to educate consumers about the vital role bees play in our eco-system and involve customers in the brand’s mission to provide sustainable nectar sources for bees to feed on. The “Feed the Bees” giveaway offers 100,000 seed packs via a prize draw in early spring to encourage shoppers to grow pollinator-friendly flowers across the UK. Promotional packs landed on shelves at the start of the year.

Kirstie Jamieson, marketing director at Rowse Honey, said: “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.

“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.” 

Tim Solano, managing director, ZEAL creative London, commented: “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. 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.”