Wild Nectar Honey
CASE STUDY
Client Name: Wild Nectar Honey
Industry: Food/FMCG
Location: Australia
Account leads: Amanda Lacey & Lindsay Cumming
About Wild Nectar Honey
Wild Nectar, an Australian honey brand, approached us to elevate their media presence and increase brand awareness among their target audience. They wanted to position themselves as a premium, homegrown brand, known for its high-quality, raw, cold-extracted honey.
Insights
Our research revealed that consumers were increasingly seeking natural, organic, and raw food products, including honey, and valued transparency in production and sourcing. We also identified a growing interest in supporting local and sustainable agriculture.
Wild Nectar are the largest producer of honey in Australia, they are incredibly proud to play a role in rural Australia and their connection to community is important. Competitor brands aggregate from a variety of sources, treat their honey (heat) to get consistency. Every drop of Wild Nectar is produced by their bees – from the hive to the home.
Strategy
Our strategy centred around showcasing the unique qualities of Wild Nectar's honey, including its cold extraction methods and distinct flavour profiles. We used targeted PR outreach, social media and brand and influencer collaborations to generate positive brand exposure and drive engagement.
Creative
To give consumers a first-hand experience of the unique qualities of Wild Nectar's raw, cold extracted honey, we organised engaging honey tastings at key retail locations, providing an opportunity to prove just how good the product is.
We curated a sampling program where prominent foodie influencers and journalists were sent samples of the honey to try. We also looked to partner with brands in rural areas to cross-promote the product. We also developed a content plan and developed recipes and photoshoots to increase their website and social media exposure.
We styled, designed and shot beautiful brand campaigns, that showcased the quality of Wild Nectar’s product, including exclusive and original recipes using Wild Nectar honey as the hero ingredient.
Execution
We engaged with FMCG and rural media outlets, to secure coverage. Working closely with the brand manager from Wild Nectar we partnered with foodie influencers including Guy Turland (organic, leading to a paid arrangement) and Hoda Alzubaidi, who developed visually appealing and useful content that included the addition of Wild Nectar honey, which garnered exceptional reach to a wide audience -Hoda’s Wild Nectar posts reached over a staggering 1,000,000 people and has generated thousands of comments.
We partnered with Spilt Milk Bar, a regional gelato business based in Orange, Tamworth, and Dickson, ACT, who created a special Wild Nectar flavour using cold extracted, raw honey and celebrate the bush on World Bee Day. We also identified awards such as the Sydney Royal Easter Show, where the orange blossom honey was named the best honey in Australia, their Organic honey received Silver and they took out exhibition of the year.
Outcomes
The campaign resulted in increased media coverage for Wild Nectar, with features and inclusions in key grocery shopper publications such as:
Women’s Weekly
Better Homes and Garden’s
Inside Retail
The Land
Regional radio
The influencer collaborations generated a significant increase in social media engagement, tripling their digital following and forging long-term brand ambassador relationships.
Creative developed by POPCOM features as ongoing key imagery and recipes for Wild Nectar campaigns.
