Rowse Honey, the UK’s No.1 spread brand (Nielsen sales value MAT to w/e 09.09.2017), is driving the breakfast occasion amongst millennial consumers, by encouraging them to add honey to their morning routines through an innovative new marketing campaign.

The ‘Rowse Honey Three Bears’ campaign, launched this week, features a series of breakfast cookery show videos, which aim to raise awareness of the perfect pairing between honey and porridge, with a playful, modern twist on the traditional ‘Goldilocks and the Three Bears’ fairy tale.

Hosted on the Rowse Honey YouTube and social media channels, each video features the Three Bears making inspiring porridge and Rowse Honey recipes and explores the natural benefits of adding honey to consumers’ morning routines. The online mini-series taps into seasonal topics, such as: ‘winter survival’, ‘energising your mind and body’ and ‘how to make the perfect bowl of porridge’.

The heart of the campaign will be digitally and socially led to appeal to millennial consumers and will continue through to February next year, forming part of a wider £4 million integrated marketing campaign, supported through traditional media such as PR and out of home activity.

The Three Bears activity will also coincide with a packaging refresh for Rowse Honey’s core range, to clearly link it to breakfast and to give consumers a variety of usage and serving suggestions. The updated range, available to stock from the end of November, will include squeezy variants for use as a breakfast topper on porridge and pancakes and a set variant for use as a spread on toast and crumpets.

Catherine Allen, Rowse Honey’s senior brand manager, said: “We’re seeing a decline in the number of people taking part in the breakfast occasion, particularly amongst the millennial audience. However, with the trend of health and wellbeing high on consumers’ agendas, as well as a heightened awareness of the origins of products, we believe there is an opportunity to capitalise on and grow honey’s share of this occasion.”

“Our Rowse Honey Three Bears campaign is set to bring honey to the forefront of consumers’ minds and bring excitement to the category, by tapping into the nostalgia of the traditional fairy tale and engaging consumers with its modern, playful twist.”

The honey category has grown ahead of the overall spreads category, showing a 7.1% growth year-on-year (Nielsen sales value MAT to w/e 09.09.2017). Retailers can capitalise on this by stocking up on the Rowse Honey core range, as well as merchandising honey and porridge together in-store to encourage consideration and usage.