The bees are disappearing, and with them, some of your favorite ice cream flavors - a fact that Häagen-Dazs hopes to bring awareness to with its Honey Bee campaign.
True, bees are responsible for every one in three mouthfuls of food US consumers eat and bring nearly $15 billion to the economy, but what statistic is as jarring as the possibility of a summer without a scoop of Strawberry ice cream or another favorite?
Häagen-Dazs is highlighting its dependence on the illustrious honey bee for more than 40% of its flavors, and asking for consumer support.
The national “Häagen-Dazs loves Honey Bee” campaign, launched February 19, has sought to educate consumers about the mysterious Colony Collapse Disorder (CCD).
With support from its AOR Ketchum, Häagen-Dazs is also generating much buzz for the bees and CCD through its promotion of a new Web site and a new flavor: Vanilla Honey Bee.
At its Web site users literally navigate through a virtual meadow of information as a bee, darting from link to link. It includes tips on how to enact small everyday changes, like where to buy local hive products or what to plant, along with a lesson plan to help others understand the issue.
Häagen-Dazs is using its "Bee Board," a partnership with UC-Davis' Honey Bee Research Facility and Penn State's College of Agricultural Sciences, to provide further informational resources on CCD and research. The company will donate $250,000 from proceeds of “Bee-Dependant” flavors to the universities, and marked with “hd loves hb,” further generating consumer awareness.
Further funding for the bees' plight might rest on the notoriously slow-moving Farm Bill.