Reframing honey from tradition to trend by making it a Gen Z topper.

While the honey category stayed rooted in tradition, Nature Nate’s saw the next wave of growth hiding in Hispanic Gen Z. Our key insight was simple—Hispanics are masters at “topping off” food (lime, salsa, Tajín, chamoy), and honey was primed to earn a spot in that ritual. Instead of making the brand do the talking, we built an inverse-collab influencer strategy that let creators lead—and collaborate with each other—while Nature Nate’s played the enabler, not the headline. One drizzle at a time, honey became a topper, content became an engagement engine, and the brand benefited from double exposure and follower growth. Results: +25% household penetration growth in three months, outperformed Nature Nate’s influencer benchmarks, and drove +4,738% video views, +21,419% engagement, and a 20% engagement rate—turning honey into a Hispanic Gen Z habit.

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