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Sarah Robinson

on 30 October 2013

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Transcript of Haagen-Dazs

A World without Honey Bees
Funded research grants to Penn State and
UC Davis to study the issue
Created a new Vanilla Honey Bee flavor whose profits went to funding research
Relayed information and news on helpthehoneybees.com
Created a plantable print campaign using wildflower seed-embedded paper
Tabled at farmer’s markets across the country
Created BeeTV on YouTube, which gathered millions of views online
Social media- Twitter and Facebook
That’s the reality we are facing.

Beekeepers have seen bee colony
populations drop 30 percent each
year since 2006.

Honey bees pollinate one-third of the foods we eat, including many of the ingredients Häagen-Dazs uses to make their various ice creams, sorbets, frozen yogurts and bars.

Häagen-Dazs created the “Häagen-Dazs Loves Honey Bees” campaign as a way to increase brand awareness, sales and set in motion a national discussion of the growing honeybee crisis.
Häagen-Dazs loves Honey Bees
HD Loves HB
The Häagen-Dazs brand has a simple mission: to create simple ice creams, sorbets and frozen yogurts with simple ingredients.

As a company, they value quality and simplicity above all else. Their focus on honey bees only emphasizes their commitment to using pure ingredients.
Business, awareness, comprehension, and participation goals shaped the HD loves HB campaign
Haagen-Dazs created these goals to boost stagnant sales and restore historically high sales rates
Highest sales increase in 12 months
Gathered 277+ million impressions

Increased consumer brand advocacy to 69%
About 469,798 consumers not only visited,
but explored, the campaign website
Consumers created their own “Save the Bees” dance videos
(with $1.5 million in advertising equivalencies)
Over 1,200,000 of the advertisements on seed paper were planted.
Häagen-Dazs consumers trusted their company.
Häagen Dazs was founded by Reuben Mattus in the early 1920's
Started with three flavors: Vanilla, Chocolate, and Coffee.
Started selling in New York City.
Today it is available in over 50 countries.

Business Goals
Promote honey bee "cause" symbol
Increase revenue
Behavior Goals
Honey bee friendly habitats
Website traffic
Consumer recommendations
Awareness/Comprehension Goals
Get the word out
Influence media & consumer impressions
125 million impressions in 1 year

Focus groups
"We're in it together"
Only food brand to adopt the issue
Target: age 35-54
Audience analysis
Full transcript