HONEYSUCKLE WHITE®

Giving purpose to a brand through the farmers who make it.

To stand out in a commodity category, Honeysuckle White needed to become more relevant to modern millennials.

Strategy

Campaign

Experiential

Digital

INSIGHT
Socially conscious consumers are looking for brands that reflect their beliefs and they can feel good supporting.

IDEA
Elevate the family farmers who raise Honeysuckle White turkeys by telling their stories. Each one shows how Good Feeds Good through the brand’s purpose to promote well-being, sustain family farms, bring people together and benefit local communities.

RESULTS
Significantly grew brand awareness and enhanced affinity.

We met and interviewed the family farmers who raise Honeysuckle White and Shady Brook Farms turkeys. Good Feeds Good is all about the farmers — seeing and hearing how their very relatable families work every day showed consumers just how much they care.

+8%

Unaided brand awareness

+15%

Boosted ad recall 15%
post-campaign

3X

Exceeded media benchmarks 3X

Sustaining family farms is part of our client’s purpose. Highlighting Honeysuckle White farmers grew awareness and helped the brand appeal to more socially conscious consumers.