Try as I might I can’t imagine the focus group that suggested Haagen-Dazs ’ fun and creative campaign cause-related marketing to save the American honey bee. You’ve probably seen it. The super-premium ice cream maker is doing an old-fashioned cause-related marketing campaign to save the stressed and overstretched honey bee in America. Over the last several years 25 percent of Western honey bee population has disappeared, which is being attributed to the poorly-understood threat called Colony Collapse Disorder . But let's put a little meat on that bone: 1/3 of our food supply relies on honey bee pollination. When you buy any of the 11 varieties of Haagen-Dazs ice cream whose ingredients require honey bee pollination, the company makes a donation to apian research at University of California at Davis and Penn State University . Haagen-Dazs is also selling a limited-edition flavor called Vanilla Honey Bee. The campaign features promotional packaging, a website rich with content tha...
Dedicated to highlighting and dissecting the best and the worst cause marketing promotions and campaigns.