Kangaroo Island Tourism Alliance

Saving the world’s rarest* honey.

The Brief

How do you position Kangaroo Island honey as premium and sought-after?

Kangaroo Island is the oldest bee sanctuary in the world, and home to the purest strain of Ligurian bees. The island’s apiarists are more than just beekeepers. They are conservationists, protectors and custodians of the Ligurian Bee, and collectors of its delicious honey.

Following the 2020 bushfires, Kangaroo Island’s apiarists lost almost 70% of their productive beekeeping area. Over a thousand hives were lost. Years later, as the island’s flora continues to rejuvenate, apiarists are still struggling to find flowers and nectar for their bees to continue honey production.

Kangaroo Island Tourism Alliance (KITA) and the island’s apiarists teamed up with Fuller to build awareness about Kangaroo Island honey, its unique taste profile and purity.

The concentration of Ligurian bees on the island, and the effects of the bushfires on honey production, makes Kangaroo Island honey one of the rarest forms of the delicious substance.

The narrative for our documentary was born.

Services Provided

Brand Strategy & Identity, Design & Motion Graphics, Communications, PR & Social Media, Film, Photography & Audio

‘Bitter Sweet: Saving The World’s Rarest* Honey’ is the story of Kangaroo Island’s Ligurian Bee and its rise from the ashes. It’s a story about resilience, rejuvenation, and of course, rare, delicious honey.

From signature golds to a honey-like custom typeface, design played an integral part in setting the visual tone of the film. This was complemented by a distinct colour grade and treatment, and a diverse selection of tracks that were woven through each of the film’s chapters.

The documentary captured the perspectives of three of the island’s apiarists, their passion for the Ligurian Bee and its honey, their remarkable journeys through the devastating fires and their tenacity to keep producing Kangaroo Island honey.

We brought in world-renowned chef Justin James from the iconic Restaurant Botanic, to tell people just how good Kangaroo Island honey really is, and what makes it such a premium, sought-after variety.

To maximise the reach of the piece, we undertook some targeted PR activity. In addition, the apiarists shared teasers of the film through their media channels. The full documentary lived on the Kangaroo Island Tourism Alliance website for tourists and honey enthusiasts to experience.