How Hilltop plans to create a buzz in the ‘commoditised’ honey category
Hilltop hopes to “drive appraisal” in a category with flat penetration and deflationary prices, says the brand’s new marketing director.
Hilltop is on a mission to “shake up” the honey category and attract new customers after a “long” period of flat penetration.
To do this, the honey brand hopes to drive reappraisal through “disruptive” marketing that challenges the category’s traditional image, according to its marketing director, Kate Utting.
