Campaigns: Environment - Jordans campaign creates a real buzz

Campaign: The Big Buzz
Client: Jordans Cereals
PR team: Wild Card
Timescale: April-October 2009
Budget: £25,000

The Big Buzz campaign was spearheaded by Jordans and aimed to raise awareness of the importance of bees and encourage people to plant bee-friendly plants.

Objectives

- To raise awareness of The Big Buzz campaign

- To promote Jordan's Conservation Grade scheme

To drive traffic to Jordans' Big Buzz microsite.

Strategy and plan

The PR team secured spokespeople including Mayor of London Boris Johnson, chef Hugh Fearnley-Whittingstall and bee experts to give the campaign authority and credibility. The Big Buzz was launched at the Royal Botanic Gardens, Kew, and more than 20 high-profile media outlets were given a tour of Jordans' Bee Discovery Centre. Individual journalists were targeted with releases, while press trips were organised to the centre.

Measurement and evaluation

More than 90 pieces of media coverage were generated, including in The Times, BBC London, The Daily Telegraph, Sky News and Woman & Home magazine.

Results

The microsite had more than 83,000 visits and research showed the campaign had helped raise awareness of Jordans' commitment to the environment, with respondents saying Jordans helped protect British wildlife.

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