The “Pura Miel de Abeja” effort is being led by RL PR, AOR for the Hispanic market, said Bruce Wolk, director of marketing for the National Honey Board, which represents almost 100 honey producers in the US.“We're seeing a huge influx of what I call pretender honey, which is packaged just like 100% pure honey but is blended with different syrups,” said Wolk. “We want to emphasize to Hispanic consumers the importance of reading the label, to be sure they're getting pure honey.”
The firm built a media relations effort around spokeswoman Mayte Prida, a prominent Hispanic wellness advocate.
Wolk said the board decided to target Hispanic consumers “because they are the most loyal group to pure honey. The reasons for that go back generations and generations. Honey is revered as being a wonderful throat soother, which it is, as well as a beauty treatment. There is a lot of folklore within the Hispanic community about honey.”
Prida is speaking to broadcast, print, and online media as well as doing interviews with radio stations in the top 25 Hispanic markets.
“We needed a spokesperson who commanded credibility,” said Yanka Burgos, VP for LA-based RL PR. “But we also needed someone who would be seen as a friend to the target market -- largely females with children. And our target market relates to Prida.”
Other campaign elements include a PSA featuring Prida and educational videos on the National Honey Board's Spanish language website. The agency is also working on a series of humorous webisodes, which it will seed on various video sites, added Burgos.
Budget for the campaign was not disclosed.