Challenge
Solution
Result

Challenge

Over the last decade, honey bee numbers have been declining rapidly due to colony collapse disorder. This not only adversely affects honey producers, but it has put a strain on the hundreds of agricultural products that rely on honey bee pollination, including almonds, berries and melons. In fact more than $47 billion in U.S. crops are directly affected by honey bee pollination. In 2014 Sue Bee Honey launched an initiative to inform the American public about the importance of the U.S.A. honey bee and to encourage people to purchase American-made honey as opposed to inferior foreign honey blends.

To help Sue Bee Honey raise awareness for American honey bees while increasing sales of its products, we were tasked with creating a nationwide program that educated consumers about the importance of purchasing U.S. honey while creating excitement and engaging consumers on a national scale utilizing a limited budget.

Solution

We created a “Support The USA Honey Bee” seal to represent Sue Bee Honey’s commitment to the U.S.A. honey bee and American agriculture. The seal was placed on Sue Bee Honey products in stores across the country. Educational materials also were developed for grocery store brokers to explain the importance of honey bee pollination to U.S. agriculture and highlighting the fact that 30 percent of America’s produce relied on the pollination process.

To increase exposure, help spread the message and create excitement for the campaign, we teamed up with the country music group The Henningsens – a farming family from the Midwest who had recently released the hit single “American Beautiful.” The Henningsens were utilized in several promotions including a Sweet Country Sweepstakes that featured a grand prize trip to the Country Music Awards in Dallas. In-store displays highlighted The Henningsens along with the Support The U.S.A. Honey Bee graphics. We incorporated several videos of The Henningsens cooking their favorite Sue Bee Honey recipes at home and utilized them on suebee.com and through social media.

There were also multiple social media promotions developed for the campaign that gave customers the chance to win prizes, such as Sue Bee Honey Gift Boxes, autographed memorabilia, a trip to the Grand Ole Opry in Nashville to meet The Henningsens and a separate chance to spend a day with the band at the family farm in rural Tennessee.

Result

Sue Bee Honey recorded record sales of honey with a net increase of 15 percent over the previous year while shattering its goals for promotion entries by nearly doubling the forecasted total. The initiative also helped Sue Bee Honey increase its Facebook audience by roughly 50 percent while growing its Honey Club marketing database by nearly 20 percent.