We can argue weather investment in government or education would yield more benefit for society…but if we lose natural resources, it really doesn’t matter.
Faced with a shrinking share of the ice-cream market and a diminishing connection between it and consumers, Haagen-Dazs was looking to differentiate itself. They turned to the honeybee.
Why was this effective?
With relatively limited resources and a truly integrated marketing campaign Haagen-Dazs managed a massive pump in brand awareness; a boost in sales; an effective initiative for the environment and a Congress funding discussion for research into the bee crisis. It really doesn’t get much better than this.
About the campaign
The source of what follows is the agency’s presentation for the Effie Awards in 2009.
- Primary Agency: Goodby, Silverstein & Partners
- Media Agency: Zenithmedia
- Contributing Agencies: Ketchum
- Revitalize Häagen-Dazs sales: Grow revenue by a minimum of 4% with flat advertising spending while also maintaining price premium. (Source: Häagen-Dazs)
- Inject dynamism into the Häagen-Dazs brand
- Make “noise” on very little money: With no foreseeable increase in budgets, every dollar needed to work harder; the client’s charter to the agency was to create an “out of scale effect”—in other words, to create a media multiplier on our investment across the board.
More from Adage.
Because of the scale at which HD produces, did they use organic honey or genetically modified honey from China?
A third or more of all the honey consumed in the U.S. is likely to have been smuggled in from China and may be tainted with illegal antibiotics and heavy metals. A Food Safety News investigation has documented that millions of pounds of honey banned as unsafe in dozens of countries are being imported and sold here in record quantities.
And the flow of Chinese honey continues despite assurances from the Food and Drug Administration and other federal officials that the hundreds of millions of pounds reaching store shelves were authentic and safe following the widespread arrests and convictions of major smugglers over the last two years.
Experts interviewed by Food Safety News say some of the largest and most long-established U.S. honey packers are knowingly buying mislabeled, transshipped or possibly altered honey so they can sell it cheaper than those companies who demand safety, quality and rigorously inspected honey.