BUZZ + BLOOM
CREATING BUZZ FOR A NEW BRAND OF PREMIUM HONEY…AND MAKING IT STICK
Launch Buzz + Bloom, a new brand of premium honey, by driving awareness in the increasingly crowded hive of honey competitors and supporting the brand’s retail team in increasing distribution + securing valuable on-shelf presence.
To bring to life the brand’s unique global sourcing and culinary-focused narrative, distinguishing it from the rest of the drones in the category, Legend created a suite of content – from website and social channels, to product and media assets – and strategically launched during National Honey Month. To highlight Buzz + Bloom’s culinary cred, Legend enlisted brand-right influencers and celebrity chef Jeff McInnis of NYC’s Root & Bone to continue buzz throughout the year and help the brand “stick.”
The program brought in a 5%+ influencer engagement rate and, on both Facebook and Instagram, exceeded reach goals by 1 MM, which helped Buzz + Bloom make inroads into the crowded honey scene and increase retail distribution.