Billy Bee begins first national campaign
By Adnews Staff
Honey maker Billy Bee of Toronto has begun a national radio and television advertising campaign, a first for the brand. The six-week effort will run until mid-April. The two 15-second TV commercials show a boy putting honey on toast at breakfast and a woman adding honey to tea. Both ads use the song "The Flight of the Bumble Bee." The 30-second radio ad promotes honey as a sweetener for cooking, as well as for toast, tea or coffee. The ad uses the tagline, "Create a little buzz of your own." The campaign was created by The Brand Marketing and Communications Group of Richmond Hill, ON. "Honey consumption rose 25 per cent between 2003 and 2004, and we are hoping our national campaign will result in another significant increase this year," said Billy Bee vice-president of sales and marketing, Ralph Grossman.