Rowse is kicking off a £3m marketing campaign next month to help drive sales in the honey category.

A new TV ad hits screens in early April for eight weeks, which plays on the idea of ‘Natural Fuel for Busy Bees’ and is backed by a social media push.

The ad targets modern mums who have busy lives and even busier children and features the Busy Bee Song by Arthur Askey to position Rowse Honey as a natural source of slow release energy for children.

Rowse’s new digital campaign on Facebook and Twitter will encourage honey fans to upload their messages of appreciation for the honeybees, which will be planted alongside ‘bee friendly’ flowers in community gardens across the UK.

“We are confident the new campaign and digital activity will further engage consumers, helping cement Rowse as an essential food ingredient for family life,” said marketing manager Kirstie Jamieson.