Choose Real

Nature Nate’s, the “little honey company” from Texas, sought national recognition and differentiation in a crowded category. They started at Matter with a foundational media program and quickly grew to an integrated communications/marketing program incorporating Matter’s media, marketing and creative expertise with outstanding results.

Matter developed a media and influencer program that set apart Nature Nate’s raw, unfiltered honey and educated the public about the importance of choosing real honey. Through a combination of earned media across trade, consumer and business press; influencer relations; a National Honey Month marketing campaign; and satellite media tour with lifestyle expert, Robyn Youkilis, Matter helped Nature Nate’s move from the “little honey company” to the number one branded honey on the market, with actively engaged customers and retail partners who now look to the brand for leadership in category awareness.

Why Choose Real?

Matter produced this mixed media video to educate people on the health benefits of choosing real honey over processed sugar. The video supported Nature Nate’s “Choose Real” campaign and has been used extensively across their social media channels.

Happy Hives, Happy Lives

Long live the bees! This mixed media video was produced by Matter to highlight Nature Nate’s bee conservation efforts and how they support ecosystems from the bees to beyond the bottle. The video is part of Nature Nate’s “Happy Hives, Happy Lives” campaign.

Re-establishing Trust in the Honey Category

Honey, a food staple for thousands of years, is under duress. Since Netflix’s 2018 series, Rotten, stories have flooded the news about illegal importing activity, bee colony collapse and adulteration. Nature Nate’s sought to set itself apart, showcasing how it only uses 100% unfiltered honey sourced from U.S. beekeepers that’s free of pesticides, additives and adulteration. To drive positive coverage, Matter was tasked with highlight the benefits of real honey — and Nature Nate’s wholesome products.

To combat this negativity and breathe new life into the honey category, the Matter team pursued a year-long media relations program to highlight the benefits of real honey. Working closely with the Nature Nate’s marketing team, Matter leveraged executive spokespeople, extensive product sampling and media mailers, and other brand assets — like eBooks and whitepapers — to garner media coverage across business, trade and consumer media.

  • 77

    Media Hits

  • 57

    Percent Share of Voice

  • 3

    Billion Plus Media Impressions

Through Matter’s extensive relations program, Nature Nate’s rose to the top of its category, maintaining its majority share of voice. From consistent brand mentions highlighting “100% Pure, Raw and Unfiltered Honey,” to executive placements speaking about category innovation, Nature Nate’s has become the authority in real honey. While it will take a lot to re-establish trust in the industry, the work that Matter has done created a steady cadence of coverage that highlights Nature Nate’s authenticity.

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