BILLY BEE BUZZING IN NEW CAMPAIGN
By Adnews Staff
Toronto-based Billy Bee Honey Products Ltd. is re-introducing its all-natural honey products with its largest advertising campaign to date. The campaign, created by Zeppelin Communications & Design Ltd. of Toronto, will try to position honey as "the natural sweetener". The brand awareness program includes transit poster and billboard advertising throughout Ontario and the Maritimes. The campaign, which runs for a sixteen-week period, is designed to induce consumers to associate the Billy Bee character with honey as a natural sweetener. The campaign is comprised of two phases, the first using images of Billy Bee with taglines such as "Bee Natural" and "Bee Healthy". The second phase advertises the variety of Billy Bee honey-based products available including barbecue sauces, honey mustard, honey roasted peanuts and honey garlic sauce. Eli Grossman, vice president of operations for Billy Bee Honey Products said the campaign will reinforce the company's brand image as well as inform the customer that Billy Bee is "much more than honey".