Hilltop’s Beehive-Wearing “Honey Heads” Star in New Campaign

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.

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.

Breaking on 14th October, this is the first Hilltop campaign created by independent agency, St. Luke’s London. 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 commented, “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.”   

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.”