Meli has been synonymous with premium honey in Belgium for decades. But high awareness doesn’t guarantee high engagement—especially in a digital world where even grandma is skipping ads. Meli wanted to inspire a new generation to see honey not just as a staple, but as a lifestyle ingredient.
Challenge
The challenge wasn’t awareness—it was relevance. Meli needed to build:
a clear, consistent social identity.
higher engagement in-feed.
and a better presence in video-first formats.
The risk? Sounding too sweet or too safe to truly stand out.
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Our strategic take
We brought Meli into the now. With a sun-soaked, natural aesthetic and content formats that matched modern meal habits, we built a brand presence that felt timeless and timely.
What we made
A social rebrand rooted in “pure + playful”
Always-on content production in-house: photos, video, reels
Paid media strategy that optimized for engagement rate and reach
A narrative shift: from honey-as-ingredient to honey-as-moment
Why it matters
You don’t just post to stay visible—you post to become irresistible. We helped Meli become part of everyday rituals, not just kitchen cupboards.
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