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“Our awareness is lower than our market share!” How do you change that without appearing big and corporate? After all we’re talking honey, one of the most natural substances on Earth. (I’m sure most people would choose a local farm over The United Honey Corporation.) So we came up with an unusual solution. (No it really is, stick with us.) We discovered that Rowse first revealed their new logo by organising a tea party for the staff on the lawn outside their factory, during which they ran the new logo up a flagpole. Hurrah! Everyone cheered. That’s unusual. So we felt that the best way to represent this charming English company would be to get this charming English company to represent itself - to take down the veil rather than create one.

Step 1: Get employees to write, direct and star in their own ads.

Step 2: Build a facebook site to let public vote for their favourites.

Step 3: Tell the public via 40” TV ad guiding them to facebook.

Step 4: Tell journalists. (We did so via the medium of honey cakes.)

Step 5: Tell current customers via the packaging.

Step 6: Tell the trade.

Environmental policy: DHM is committed to greener working practices. Read our environmental policy.