Convention
Honey brands were stuck in a loop. Everyone was obsessing over bees, provenance, and production.
The category had become a nature documentary, with every ad zooming in on hives and heritage, while completely missing the moment that actually matters, eating it.
THE RELATIVE ADVANTAGE
APPROACH
No one was owning the breakfast table. While competitors focused on where honey comes from, they ignored where it ends up—on toast, in porridge, drizzled over yoghurt. That’s where the real emotional connection lives, and where Hilltop had the chance to break through.
With a fraction of another established brand's budget, Hilltop flipped the script. Partnering with St Luke’s, we launched ‘For the Honey Heads’, a bold, breakfast-first campaign that celebrated consumption, not production.
We hit commuters with OOH, tapped into TikTok’s untapped foodie space, and embedded the brand into ITV This Morning’s food segments.
THE IMPACT
Hilltop’s first ever brand campaign delivered:
+29% Awareness
+76% Consideration
+86% NPS
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