Blue Chip and Nature Nate's Honey Target the Northeast US with Fun Activations

Nature Nate’s Honey Co., the number-one branded honey company in the U.S. and producer of 100% pure, raw & unfiltered honey, is investing in a disruptive, large-scale Northeast U.S. campaign to increase its market share and increase household penetration in the honey category. The omni-channel commerce effort will be deployed by Blue Chip, an independent, full-service, creative marketing agency, and includes online, in-store and offsite advertising.

“Nate’s has always believed in the power of brand awareness. Brilliant, bold creative paired with sophisticated implementation is how we continue to grow household penetration in the honey category,” said Becca May, senior vice president of marketing at Nate’s. “We are thrilled to partner with Blue Chip to expand our presence in all the right marketing channels and bring our best-tasting, highest-quality honey to more homes throughout the Northeast.”

According to a National Honey Board study, the number-one barrier to the purchase of honey is that consumers forget about it. However, the study notes, once consumers use honey, it becomes their favourite sweetener. Nate's award-winning “Ingredients: HoneyTM”  campaign was launched in January 2021 to remind users of honey with punchy one-liners wrapped in Nate’s signature bright orange.

Blue Chip will leverage “Ingredients: HoneyTM”creative to drive consumers to purchase in key retailers in Boston, Harrisburg, Philadelphia, and other New England areas. Informed by AI and machine learning models, consumers will see Nate’s ads in digital channels before their next shopping trip. Display ads will be shown to targeted consumers in digital channels, including recipe sites and other third-party sites frequently used by targeted consumers. For digital marketing, Nate’s will also support the Northeast U.S. campaign with social media ads targeting consumers.

Shoppers will encounter geo-targeted digital out-of-home ads throughout their daily life and on their way to the store. As they enter retailer stores, they’ll receive digital ads and push notifications on their mobile devices. In store, shelf talkers will capture attention in-aisle.

“Nate’s took the category lead and has become a mainstay in retailers across the country by building a fan base that doesn’t just see honey as a commodity but loves pure, raw and unfiltered honey for its quality and taste,” said Erich Parker, SVP/integrated media at Blue Chip. “We’re continuing that approach with a highly targeted campaign that provides integrated, multi-channel support for major retailers in key markets. That’s the key to driving effectiveness and power in creative commerce.”

In addition to the commerce campaign, Blue Chip is running Nate’s ads in Philadelphia’s Wells Fargo Center. More than 1.3 million attendees can view Nate’s ads at Philadelphia Flyers and Philadelphia 76ers games and at concerts from artists including Billie Eilish and Justin Timberlake.