A new 30-second commercial for Rowse Honey is intended to show honey as it has never been shown before to remind people of its extraordinary features and benefits.Presented as a golden liquid with almost mythical properties, swirling, drizzling and shimmering across the screen, the suggestion is that the mystery product - 100 million years old, intrinsic to the survival of the planet and, somehow, approved by the queen – is almost too good to be true.Only at the film’s end is the product identity revealed to be the everyday wonder food that is Rowse Honey. The commercial, supported by a ten-second cut down, digital out-of-home and social media activity, marks a repositioning of Rowse Honey as the original wonder food made exclusively by nature.The campaign is a bold and confident new approach in an increasingly health-conscious world - where consumers are searching for products that have a positive impact on the environment - by the UK’s Number 1 spread brand to wrestle momentum back from own label rivals. It also highlights Rowse’s ongoing commitment to protecting the bees and improving livelihoods through bee farming, both here in the UK and abroad through its new Hives For Lives programme.CreditsAGENCY CREDITSHarry Boothman - Creative DirectorAlex Mawby – CopywriterBen Lambert – Art DirectorFrancesca Roberts - ProducerRich Wilcock – Business DirectorBen Clark – Account DirectorPRODUCTION CREDITSDirector - Jason LoweNick Crabb - Executive ProducerAly Moffat - Executive ProducerChris Cable – ProducerMatt Chodan – Editor (Gorilla)