Auckland indie agency RUN has created a campaign for honey brand 1839, to help launch New Zealand’s first ‘Honey Pouch’.
Says Raymond McKay, co-founder and CD, RUN: “We wanted to get away from the usual honey cues of bee keepers and the craft of making honey and keep it real. In our initial discussions with 1839 and after tasting the honey, it was clear that we needed to get it into the hands – or better yet the mouths – of Kiwis. We wanted to take 1839 to the masses across NZ, so we thought let’s do that literally.”
The campaign is fronted by ‘Kent’ as he travels New Zealand, stopping at hot spots and engaging with people he meets along the way – all while showcasing the innovative new 1839 Honey Pouch and Mānuka honey range. RUN used the highly portable nature and ease-of-use of the products, as the catalyst for this twist on the typical product sampling scenario.
While in each location Kent also visited New World, Pak’nSave and Four Square stores to help get individual store buy-in and get them tasting and excited about the products.
Says Rob McConnachie, CEO and founder, 1839: “After landing the Foodstuffs account we chose to work with RUN because of their creative and strategic thinking, combined with an agile way of working. We like their flexible, agile nature and hands-on approach.”
RUN worked on the brand strategy and initial 8 week creative campaign including digital, press and PR, with plans to extend this into overseas markets.
Says Laura Cibilich, co-founder and design director, RUN: “Like RUN, 1839 is a true Kiwi brand, taking on the big guys and challenging the status quo, being brave and getting out there – a combination that really resonated with us.”
RUN is having a year of growth, with this 1839 honey campaign coming off the back of the agency launching the 2degrees employer brand campaign at the end of last month.
1839 CEO & Founder: Rob McConnachie
1839 GM Creative Direction: Hannah Dobbie
Creative Director: Raymond McKay
Design Director: Laura Cibilich
Copywriter: Mike Kelly
Director: Karl Sheridan
Production Company: Monster Valley
Designer: Maria Philp