Häagen-Dazs launched the "HD loves HB" campaign with Ketchum to connect more authentically with consumers and raise awareness of colony collapse disorder, an underreported threat to honey bees. Through focus groups, they found consumers care about what they eat and where it comes from. The campaign created an emotional connection by advocating for honey bees, launching a "Vanilla Honey Bee" flavor, donating to research institutions, and engaging consumers to join the cause of saving honey bees. Evaluation found the campaign was effective at raising awareness of an important issue while boosting sales growth.

2. Presented By:
Erica Campbell
Kevin Hawkins
Daniel Sallerson
Jasmine Stewart
•Save The Honey Bees

3. 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

5. 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

6. 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

7. Communication
• Donating to Penn State & University of California Davis
• Launch of new flavor “Vanilla Honey Bee”
•Getting credible scientist involved
•“Media Multiplier”

8. Evaluation
•Return on investment
•Measurement of Message Exposure
•Measurement of Audience Awareness
•Measurement of Audience Action

9. Analysis
• Original Effective & Innovative
•Interactive and Creative
•Raised Awareness for an Obscure cause
•Was centered on helping, not just profiting
•A “bee-utiful” campaign

10. Make Your Own
Bee
•Do The Honey Bee
Join The
Cause