Oxfordshire honey maker Rowse is to buzz into new territory with its first ever consumer advertising campaign.
The company, which celebrates its 50th year in business in 2004, is currently riding high as Britain’s biggest honey producer, having deposed rival Gale’s last year.
Now Rowse, which claims turnover of around £25m a year, half of which comes from own label business, is looking to consolidate its position with a £300,000 round of adverts in the consumer press. The company has earmarked another £200,000 for further marketing initiatives later in the year.
Kicking off next month, ads have been booked in key titles including Radio Times, the Daily Telegraph and the Mail on Sunday. The four treatments all carry the catchline Don’t put just anything on in the morning’.
MD Stuart Bailey said Rowse became the UK’s leading player in honey last May in the wake of the 2002 honey crisis’ when contaminated supplies from China led to a fall in supply. “We handle honeys from all over the world so we were able to keep up supply, particularly on our branded offerings,” said Bailey.
Regarding the new advertising campaign, Bailey added: “There is a need for someone to raise the profile of honey.
“We are hoping we can lift the market with this campaign, although it is not necessarily aimed at recruiting new users, more at encouraging increased use and purchase.
“If we can grow the market by 5-10% each year, then that would clearly be a good thing.”