ECO-IMPACT
As a part of Project Honey-Bee, Haagen-Dazs was
looking to expand their environmental footprint
and create a real and lasting ecologoical impact on
the farmland that produces their almonds.
Client
Häagen-Dazs
Category
CPG / Sustainability
Type of Work
Campaign Strategy
Content Strategy
Video Production
Roles
Creative Director
Content Strategist
Producer / Director
Director of Photography
$1M
SINCE LAUCH, THIS PROGRAM HAS DONATED OVER $1M TO FUND BEE RESEARCH AT UNIVERSITIES AND POLLINATOR ORGANIZATIONS
6+
MILES OF SUSTAINABLE HEDGEROW HAS BEEN ADDED TO SUPPLIER FARMLAND TO DIRECTLY SUPPORT BEE POPULATIONS
277M
UNIQUE MEDIA IMPRESSIONS SAW CONSUMER AWARENESS OF BRAND RISE FROM 29% TO 36% POST-CAMPAIGN
OVERVIEW
The brainchild of Goodby-Silverstein, the Haagen-Dazs Loves Honey Bees campaign was born of Haagen-Dazs' desire to educate consumers of the plight (and importance) of the Honey Bee to not only their product line but to the human race at large. As part of the campaign, Haagen-Dazs was going to implement 12+ miles of Hedgerow on a central coast farm, where they grow their almonds, that would allow for a natural food source to be available for native Honey Bees 12 months a year to counteract the impact of monoculture farming.
THE WORK
Zach was brought in to create a docu-style campaign that showcased the work of Haagen-Dazs, their agricultural partners and their collaboration with the Xerces Society.
IMPACT
The enormous impact of the campaign saw the growth of the Haagen-Dazs Loves Honey Bees Campaign (which just enjoyed its 10 year anniversary!) as well as the continued partnership with the Xerces Society which saw more Hedgerow being planted in central California farms. Haagen-Dazs has since worked with the Xerces Society on a BeeBetter Certification that pushes for elimination of harmful pesticides and inclusion of Hedgerow practices on grow sites.
