3. Stung by lack of relevance with consumers, Häagen-Dazs tapped
Ketchum to create HD loves HB
“a honey of a campaign”
•Connect with consumers in authentic way
•Maintaining HD’s philosophy
•Raise awareness of under-reported yet critical cause
(Colony Collapse Disorder)
•Reignite consumer passion & boost annual sales growth
4.
5. Research
•Ketchum and Häagen-Dazs used focus groups
•“We’re in this together”
•Strategy: ADVOCATE, RAISE AWARENESS, ENGAGE
•Public: men and women ages 35-54 with children, are active, have an
affluent urban or suburban lifestyle
•What they found: HD consumers care about what they eat, and where it
cam from
6. Action
•Häagen-Dazs plan “create an emotional connection”
•Create an engaging relatable campaign
•40% of the flavors come from plants that are pollinated by honey bees
•Become the first to advocate for the “save the honey bee” cause
7. Communication
• Donating to Penn State & University of California Davis
• Launch of new flavor “Vanilla Honey Bee”
•Getting credible scientist involved
•“Media Multiplier”
9. Analysis
• Original Effective & Innovative
•Interactive and Creative
•Raised Awareness for an Obscure cause
•Was centered on helping, not just profiting
•A “bee-utiful” campaign
