For more than 100 years, at Schwartauer Werke everything revolves around fruits. As the leading producer of jam in Germany, the company takes responsibility for the entire value chain – from field to glass. Against this background, Schwartauer Werke is concerned about the increase of bee mortality in recent years. The bee, which is endangered by several external factors, is not only extremely important for mankind but also for the company’s core business. As the variety of fruit around the world is only possible thanks to the tireless pollination work of bees, Schwartauer Werke launched bee careful, because: without bees no fruit – without fruit no jam. The initiative promotes bee health, education and bee keeping.
In 2015 we developed sustainable but also low budget communication measures to support the initiative bee careful, aiming at raising as much awareness for the threat to health of bees as possible. A further goal was the activation of people to take own measurements to help the bees. The challenge was to put the little known issue of bee mortality on the consumers´ personal agenda. To do so, we developed the campaign #Bienenhelfer (#beehelper), which comprised online and PoS-communication.
Idea and implementation (1/2)
The slogan „Du brauchst DIE BIENE braucht Dich!“ (“You need THE BEE needs you!”) gave the campaign a striking and involving character. #Bienenhelfer represented the connecting element between all communication measures. On the campaign microsite we transferred the complex topic into an informative animated video. An entertaining questionnaire (Yellow-Thumb-Test) offered users the possibility to discover which type of bee helper they are: potential bee keeper, garden friend or bee ambassador. Furthermore, users were given the chance to apply for one of 100 beekeeper trainings and to get useful tips on how to contribute to the protection of bees.
Idea and implementation (2/2)
The far-reaching blogger Clara Moring (@tastesheriff) was invited to take part in a bee keeper training and to share her experiences in an exclusive series of articles on her blog as well as on bee-careful.de. Acting as a role model and giving valuable insights in the duties of a bee keeper, she motivated her readers to become bee helpers themselves. Additional bloggers supported the campaign and promoted a complementing photo contest on Instagram. The prize for the winning photo was the transformation of the garden into a real sea of bee friendly flowers.
Via microsite, social media and blogger relations we reached 1.2 millions users – not including the millions of further contacts reached by the product Schwartau Samt “Bienenhelfer” at the PoS. Furthermore, we saw a significant increase in the website visits of bee-careful.de. All together, more than 1,100 people applied for beekeeper trainings. All in all, Schwartauer Werke have created a sustainable impact on bee health with the #Bienenhelfer campaign and the initiative bee careful.
The campaign “Bienenhelfer” was honoured with the award “Deutscher Preis für Onlinekommunikation” (“German Award for Online Communication”) in the category corporate responsibility.