Six teaser ads written by and starring members of staff will air on TV in February.
Created in association with Dye Holloway Murray, the ads will direct viewers to a Facebook page where they can vote for their favourite spot. The most popular commercial will be shown as a full-length TV ad later in the year.
The campaign will showcase Rowse's redesigned packaging and its "Supahoney" range.
Kirstie Jamieson, marketing manager, said: "We didn't want to appear all slick and polished, we wanted to be ourselves."
Rowse spent only £15,000 on advertising between October 2009 and September 2010, according to research firm Billets.
.jpg)
.jpg)