Haagen-Dazs
Transcript: 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 consumers trusted their company. 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 A World without Honey Bees Häagen-Dazs loves Honey Bees History Objectives Promote honey bee "cause" symbol Increase revenue Goals Goals Business Goals 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. 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 Research Häagen-Dazs 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 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 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. Over 1,200,000 of the advertisements on seed paper were planted. Behavior Goals Results HD Loves HB (with $1.5 million in advertising equivalencies) Focus groups "We're in it together" Only food brand to adopt the issue Target: age 35-54 Audience analysis
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