Brand Identity & Campaign

The Challenge

Breathe new life into Honey Dew’s nearly 50-year-old brand to elevate sales and build awareness.

 

The Solution

We evolved Honey Dew’s marketing away from exclusively product-centric messaging to a brand-first approach in order to cultivate customer loyalists instead of one-time buyers. The campaign is designed to resonate on an emotional level by celebrating hard working New Englanders we call the “Dewers.”

Along with establishing consistent brand messaging and elevating design, the campaign delivered more mouth-watering food photography for digital and point of purchase collateral. It can be seen in all Honey Dew stores and across radio, TV, billboards, video advertisements, and social.

STORYBOARDS

BRAND GUIDELINES

OOH MARKETING

POP MARKETING

Frozen Oreo Cookie

SOCIAL MEDIA

Social Content: Police K9

Social Content: Dewers Cup

Fun Fact

The hand you see coming out of the manhole cover at the beginning of our hero spot is our Director of Content John Murnane.