BIT-O-HONEY CAMPAIGN RELAUNCH

Do you remember Bit-O-Honey? I didn’t. This tiny honey almond chew has been around for almost a century. It’s been managed by many different candy companies before it reached Spangler Candy Company in 2020.

 The campaign surrounding this tiny chew’s grand reintroduction is focused on mental endurance. “It’s a little chew to get you through.” Many people experience “ugh” moments, minor annoyances, everywhere throughout their day, like rush hour traffic or long unnecessary work meetings. Bit-O-Honey is the small mental break from these tiny inconveniences.

 My job on this project was to explore how to engage the next generation of Bit-O-Honey fans.

INSTORE DISPLAYS

One avenue is through a trial. A great place for this is a grocery store. I traveled around to different stores to get an idea of how other candy brands display their product and to spot ideal locations to place the candy within a store. Abby Carmichael created the copy on these pieces.

HANGSELL DISPLAYS

These would be placed in multiple aisles throughout the store which encourages consumer outside of the candy aisle. It also staying true the campaign message of “ugh” moments occurring everywhere.

PALLET DISPLAYS

These would be at the entrance of a store which encourages consumer to grab a bag before they start shopping. I don’t like grocery shopping, and I image a large portion of people don’t either, so Bit-O-Honey is there to help make the experience a less sucky and a little more chewy.

SHELF TALKERS

These would be in the candy aisle which would direct a consumer already looking for something sweet towards Bit-O-Honey.

SOCIAL MEDIA

Another way to get a new generations attention is through eye catching social media. The bee mascot, who I like to call Barney, has a big personality. He was the perfect subject for social media. Zac Neulieb developed the storyboards, Kait Wilbur wrote the copy, and I produced the animations for this Instagram Reel.

BILLBOARDS

The last platform I briefly explored were billboards. I wanted it to be brief and eye catching.