Capilano launches ‘healthy’ honey brand aimed at prebiotic market
Just weeks after rejecting accusations made by activists that its honey was not always sourced in Australia and “toxic”, listed honey giant Capilano has launched a campaign promoting a new line of ‘healthy’ honey aimed at the growing prebiotics market.
The campaign is also the first work by Brisbane agency BCM since it won the business in a competitive pitch earlier this year.
Capilano has released the new Beeotic brand, sourced solely from Australian honey, into stores over recent days and has kicked off a national TV campaign to promote the innovation.
Dubbed the “world’s first clinically-tested prebiotic honey”, the new line uses 100% Australian honey. Capilano has also had the product listed with the Therapeutic Goods Administration as a therapeutic good.
https://www.youtube.com/watch?v=LM85sM7lIOY
The animated campaign by BCM features a child’s voiceover talking about tummies being like gardens and that Capilano is “Happy tummy honey”.
“Just like bees help flowers, they might help tummies too,” the ad says.
In August, Capilano was subjected to an attack by activists, claiming Capilano was sourcing “toxic” honey from overseas, forcing the ASX-listed company to respond with comments to newspapers and comparison site Choice, debunking claims that imported honey used in subsidiary brands did not meet stringent import requirements.
Capilano has taken legal action against originator of the “toxic” claims.
The company has been working for several years with researchers at the University of NSW to develop ways to select Australian honey with prebiotic potential.
Along with TV, the prebiotic campaign will also be rolled out through digital and social media channels.
