Bee Brand Honey

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Created: 12/21/12
Last Edited: 12/07/13
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Description
Minnesota honey is an all-natural, non-processed sweetener that contains important antioxidants, has anti-bacterial properties, and can have anti-allergenic benefits too. Unfortunately, Minnesota honey producers are struggling. The honey market is mature in the United States and American honey producers are competing with the rapid growth of honey imports. Imports account for 60% of the honey many Americans consume. We intend to differentiate Minnesota honey from its competitors by creating the Bee brand of locally produced honey.

Bee brand honey products will include traditional jars of honey sold at Twin Cities grocers, packets of crystallized honey distributed with area coffee shops and restaraunts, and a partnership with companies to sell certified products made using local honey. Bee brand products will be promoted with an ad campaign, sampling, and P.R. that promotes locally produced honey as part of a healthy lifestyle. By creating awareness of the health benefits of local honey, we'll create a market for our products at prices that can help further beekeeping research and protect the environment for future generations of bees in Minnesota.
  • MARKETING STRATEGY
  • Minnesota honey is an all-natural, non-processed sweetener that contains important antioxidants, has anti-bacterial properties, and can have anti-allergenic benefits too. Unfortunately, Minnesota honey producers are struggling. The honey market is mature in the United States and American honey producers are competing with the rapid growth of honey imports. Imports account for 60% of the honey many Americans consume. We intend to differentiate Minnesota honey from its competitors by creating the Bee brand of locally produced honey.
     
    Bee brand honey products will include traditional jars of honey sold at Twin Cities grocers, packets of crystallized honey distributed with area coffee shops and restaraunts, and a partnership with companies to sell certified products made using local honey. Bee brand products will be promoted with an ad campaign, sampling, and P.R. that promotes locally produced honey as part of a healthy lifestyleBy creating awareness of the health benefits of local honey, we'll create a market for our products at prices that can help further beekeeping research and protect the environment for future generations of bees in Minnesota.
    Minnesota honey is an all-natural, non-processed sweetener that contains important anti-oxidants, has anti-bacterial properties, and can have anti-allergenic benefits too. By creating a campaign around these unique advantages we will be able to position our products at prices that can help further beekeeping research, protect the environment, and enrich the active lifestyle of Minnesotans. 
     
  • MOODBOARD
  • PACKAGING
  • ADVERTISING
  • CREDITS
  • Designed in parnership with talented CVA students
    JENNY MORAN and ANGELA NEIMI
    at the College of Visual Arts in Saint Paul, MN

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