To celebrate the launch of the award-winning Nate’s Hot Honey, we wanted to work with an influencer and tastemaker with a strong foodie community to create a recipe that not only showcases the delicious taste of Hot Honey, but also drives conversion and sales. By working with an influencer with a high caliber and a strong following, we wanted to empower communities to make a simple, delicious dish at home using Nate’s Hot Honey.
Leveraging our strong existing relationship with Texas-based Alex Snodgrass with @thedefineddish, Alex presented us with multiple recipe options and the Nate’s team chose the recipe with the best chance at earning high engagement - the clone of the Honey Badger pizza from Cane Rosso (which currently uses another honey brand on their menu). Cane Rosso is a popular DFW pizza restaurant, and this pizza is their most popular pizza. Alex created a dynamic video that showcases the recipe but also highlights the benefit of using Nate’s to drizzle on top of the pizza.
The video content posted across TikTok and Instagram garnered over 700,000 impressions with over 30,000 engagements (including shares and saves). By linking to Nate’s Hot Honey Amazon product page, the partnership drove the sale of triple average units on the day of posting, and the average units sold doubled week over week. We knew people would want to make this recipe at home, especially based on the quality of comments on the post and the overall positive sentiment about Cane Rosso, the skillet pizza technique and Nate’s Hot Honey.