Presented By:Erica CampbellKevin Hawkins

Daniel SallersonJasmine Stewart

•Save The Honey Bees

Stung by lack of relevance with consumers, Häagen-Dazs tapped Ketchum to create HD loves HB

“a honey of a campaign” •Connect with consumers in authentic way•Maintaining HD’s philosophy•Raise awareness of under-reported yet critical cause (Colony Collapse Disorder) •Reignite consumer passion & boost annual sales growth

HEL

P

Research

•Ketchum and Häagen-Dazs used focus groups

•“We’re in this together”

•Strategy: ADVOCATE, RAISE AWARENESS, ENGAGE

•Public: men and women ages 35-54 with children, are active, have an affluent urban or suburban lifestyle

•What they found: HD consumers care about what they eat, and where it cam from

Action

•Häagen-Dazs plan “create an emotional connection”

•Create an engaging relatable campaign

•40% of the flavors come from plants that are pollinated by honey bees

•Become the first to advocate for the “save the honey bee” cause

Communication

• Donating to Penn State & University of California Davis

• Launch of new flavor “Vanilla Honey Bee”

•Getting credible scientist involved

•“Media Multiplier”

Evaluation

•Return on investment

•Measurement of Message Exposure

•Measurement of Audience Awareness

•Measurement of Audience Action

Analysis

• Original Effective & Innovative

•Interactive and Creative

•Raised Awareness for an Obscure cause

•Was centered on helping, not just profiting

•A “bee-utiful” campaign

Make Your Own Bee

•Do The Honey Bee

Join The Cause