Adrian J Cotterill, Editor-in-Chief
Hilltop, the UK’s second largest honey brand, is making a bold splash with its first-ever brand campaign, ‘For Honey Heads’. The campaign depicts Hilltop consumers who are obsessed with Hilltop, its delicious flavour and versatility. This marks the first creative work from St Luke’s for Hilltop Honey since its appointment in September, bringing a fresh and dynamic approach to the marketing.
The ‘Honey Heads’ are a fun, quirky celebration of serious honey-lovers who take their passion to new heights. With playful, over-the-top beehive hairdos as a nod to their honey devotion, they gleefully pour Hilltop’s pure, sustainably-produced honey over their breakfast, as bees buzz excitedly around them.
Al Young, creative lead at St Luke’s “We love the beautiful simplicity of this campaign. It gets right to the heart of Hilltop’s deadly serious obsession with their product, presented in a profoundly silly way. Joe Giacomet has captured this with wit, charm, and lashings of appetite appeal.”
The campaign creative is unapologetically bold and distinctive, particularly for this category, and showcases the superior taste and versatility of Hilltop Honey. Whether it’s drizzled over granola or a cream cheese bagel, Hilltop Honey is the must-have breakfast essential, that will naturally sweeten the start of every day.
The disruptive media buy from Bountiful Cow, will see Hilltop own several prominent slots, including the sponsorship of ITV’s This Morning’s Food segment, city centre OOH, YouTube, Digital and Social Media, including a bespoke TikTok filter.
This campaign heroes Hilltop’s Blossom Honey which is available in all major supermarkets. The wider range includes other honey variations such as Hot Honey and Manuka Honey.
Kate Utting, Marketing Director at Hilltop Honey said “First there were Petrol Heads, then Tech Heads and now Honey Heads! At Hilltop, we are utterly obsessed with honey and doing everything better; from our beekeeping to our packaging which is 100% RPET. We know our passionate consumers are more discerning than most, so the Honey Head campaign brings them to life in a fun, larger than life way. We want to shake up the category with this eye-catching campaign, appealing to new consumers and driving more loyalty among honey lovers for great tasting honey.”
Hilltop Honey is a family business run by founder Scott Davies and is the second largest honey brand in the UK. Packed in Newtown, Wales, Hilltop which is B Corp certified, is committed to producing fully traceable honey that’s authenticated. It manufactures a range of products including Agave and Maple Syrup and its extensive honey selection is available to purchase from leading retailers including Tesco, Sainsbury’s, Asda, Morrisons, Waitrose, Booths and selected discounters.
CREDITS
Kate Utting, Marketing Director
Jessica Thomas, Marketing ManagerChief Creative Officer
Al Young
Creative Partner
Jules Vizard
Head of Art
Pete Mould
Creative Team
Danny Jones & Jord Morris
Designer
Pete Mould
Agency Producer
Christine Sibthorp
Jenny BusbyAgency Planner
Amelia Markham
Dan HulseBusiness Director
Ed Palmer
Anastasia Terzeon
Senior Account Director
Madeline McCarthy
Senior Account Manager
Hettie Shirtcliffe
Photographer
Joe Giacomet
Director/ Production Co
Joe Giacomet
Producer
Debbie Carmichael
Wig Maker
Judit Florenciano
Editor
Matt Prickett
Retoucher
Oli Carver
CGI Artist
Rich Green
Sound Design
Sight Sound
DoP
Joe Giacomet
Food Stylist
Alice Wood
Wardrobe Stylist
Cat Costelloe
Post Production
Pickled
Artwork
Apostle
Media planning/buying, Bountiful Cow
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