Nature Nate’s Honey Co., the number-one branded honey company in the U.S. and producer of 100% pure, raw & unfiltered honey, announces today the launch of a national brand awareness campaign called Ingredients: Honey.TM With the goal to encourage consumers to choose honey over processed sugar and other artificial sweeteners, Nate’s campaign is unlike anything that has been seen in the honey category with the inclusion of television and audio commercials and out-of-the-home advertisements.
“It’s no surprise that once consumers try pure honey, it becomes their favorite sweetener. Yet, only 42% of American households buy honey today,” said Nathan Sheets, Founder and CEO of 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.”
As the number-one branded honey in the U.S., Nate’s has contributed to the growth of the honey category as the fastest growing honey brand by sharing the benefits of raw & unfiltered honey and attracting new honey consumers. In 2018, Nate’s brought an organic raw & unfiltered honey to the market, now the fastest growing subcategory up 8% in the last 52 weeks, and 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 Nate’s. “With our simple tagline, ‘Ingredients: Honey.’ we will attract new consumers with the simplicity of honey as compared to other sweeteners.”
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,” said May. “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.”
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.TM videos, visit the Nate’s YouTube channel.
About Nate’s
Since 1972, Nate’s has been dedicated to offering honey as nature intended – 100% Pure, Raw & Unfiltered. Arriving in its most natural form, this honey is closest to its original provision from the hive. Nate’s adheres to strict quality-control standards, sourcing honey from trusted beekeepers and minimally processing it to ensure the honey retains all its natural benefits. Nate’s promises an undivided commitment to providing the highest-quality product to you and your family’s dining table – a farmer’s market quality honey, available year-round. For more information, visit www.naturenates.com.
