Strategically planned and precisely executed, the HumBeeChef campaign gave Nature’s Nectar, India’s 26-year-old honey brand and exporter, a clear cut boost in brand visibility, strengthening its pan-India D2C position.
An initiative of Kejriwal Bee Care Private Limited, Nature’s Nectar has been striving to establish itself as one of the very few NMR certified pure honey brands in the Indian D2C market. The gourmet honey brand approached DINTW. We envisaged the competitive challenges the brand was facing and to establish it as a responsible brand for spreading goodness of organic honey in the society, DINTW introduced the HumBeeChef campaign. The idea was to encourage kids, the actual decision influencers in every household to embrace honey in their recipes for a healthier tomorrow while strengthening Nature’s Nectar brand visibility and consumer reach at scale.
A serious category like honey was converted into a source of enjoyment thanks to all of the glitz, glamour, bling, and boom. For their children to participate in the #HumBeeChef journey and to spread the message of “Shudh Bhi, Tasty Bhi” (Goodness of Purity and Taste), mothers, fathers, and even grandparents accompanied them.
The honey-based cooking contest for kids of age 5 – 12 years, ran actively from 17th June, 2022 to 20th July, 2022. Nature’s Nectar Instagram, Facebook & Twitter pages got flooded with participants’ video posts, tags, likes, shares and messages. Healthy cooking with pure honey was the heart of the contest.
A total of 55 participants across India took part across Nature’s Nectar social media platforms. Major participating cities were Delhi, Gurgaon, Noida, Faridabad, Mumbai, Kolkata, Chennai, Bengaluru, Solan, Haridwar, Varanasi, Prayagraj, Kollam, Emakulam, Cuttack, Panipat, Ambattur, Ahmedabad, Ajmer and Ghaziabad.
A conscious drive for a healthy lifestyle using organic, nutritious and honey-based cooking was made viral. HumBeeChef has been able to educate at large the purity & NMR certifications of Nature’s Nectar honey that the brand has been striving to establish in the D2C market since the last few years.
Prize commitment of Rs 30K was communicated; eight 1st prize winners with Amazon Vouchers of Rs 2K each, five 2nd prize winners with Amazon Vouchers of Rs 500 each & twenty runners-up. Honey gift hamper, certificate, gratitude letter and one-time discount coupon was shipped to each participant’s residence.
With 55 participant videos across 13 cities of India and 8 influencer videos, HumBeeChef recorded a sale of 200+ honey units for the contest. On social media itself, the campaign fetched 6.57 million impressions, 54% engagement, 650+ conversations & enquiries, 1200+ post comments and 30 testimonials.
Kids from different states, mostly Delhi, Maharashtra, West Bengal, UP, Haryana, Uttarakhand, Gujrat, Odisha, Karnataka, Tamil Nadu, & Kerala shared their videos. Some of the special entries included Honey Halwa, Mango Mojito, Honey Joys, & Honey Fudge.
The HumBeeChef Awards Gala was organized as a Live Instagram event with jury members, Ms. Pooja Khanna (culinary consultant), Mr. Prakash Kejriwal, (MD, Nature’s Nectar) and Ms. Rachna Jalan (Cofounder, DINTW). A demo of the brand’s products was provided through a cooking show and quizzes as a part of the event.
The objective of the 2022 HumBeeChef campaign was to get young cooks to try out different preparations for using pure honey. In addition to teaching them to the health advantages of organic honey, the goal was to encourage young children (aged 5 to 12) to explore and develop their own unique creative abilities. All the way from kindergarten to seventh grade, these young chefs wowed the judges with their honey-based creations, such as coconut honey laddoo, malai honey rolls, carrot honey juice, honey oats pudding, crispy bananas, honey glazed paneer, lemon honey muesli tart, and oats salad.
DINTW worked hard to develop a smooth, engaging campaign to support what we believe in. Ms. Rachna Jalan, Cofounder, DINTW, pioneered the HumBeeChef campaign with Mr. Ram Jalan, Founder, DINTW, and a power-packed team, including Ashmit Gandhi, Shivangi Garg, Dhritimoy Gopgarai, & Rocktim Acharya.
DINTW’s 360-degree MarTech and Digital Transformation solutions help brands grow in a competitive market. We deliver ‘freshest’ and awe-inspiring marketing solutions, giving businesses a competitive edge. Our personalized marketing automation solutions across the customer journey generate authentic, trusted customer engagement and brand experiences.
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