Title	BEES CAN FIND SUGAR WHERE YOU LEAST EXPECT IT
Brand	NÁŠ GRUNT
Product/Service	CHAIN OF FARMER SHOPS NÁŠ GRUNT
Category	B07. Events & Stunts
Entrant	McCANN PRAGUE, CZECH REPUBLIC
Idea Creation	McCANN PRAGUE, CZECH REPUBLIC

Name	Company	Position
Lars Killi	McCANN Prague	Creative Director
Klara Palmer	McCANN Prague	Creative Director
Gerrit John Gerischer	McCANN Prague	Art Director
Richard Axell	McCANN Prague	Art Director
Lucie Rust	McCANN Prague	strategic planner
Martina Vopršalová	McCANN Prague	Client Service Director
Lucie Srbková	McCANN Prague	Account Director
Roxana Pfeffermannova	Procoma	Agency Producer
Rudolf Havlik	Bistro Films	movie director
Lucie Slavickova	Bistro Films	Executive Producer
Jitka Baldwin	Procoma	Agency Producer
Michael Šroubek	WEARE PRODUCTIONS	DOP Lighting Cameraman
Jakub Švejkar	WEARE PRODUCTIONS	movie director
Carlos Baer	Freelance	motion designer
Patrik Klema	McCANN Prague	Photographer
Jamie Mietz	MCCANN EMEA	Creative Director
Sanjiv Mistry	MCCANN EMEA	Creative Director
Paul Jenkinson	Craft London	Editor
Chris Cartwright	Craft London	senior TV producer
Adrian Botan	McCann Worldgroup	Global Executive Creative Director
Carmen Bistrian	McCann Worldgroup	Creative Excellence Manager EUROPE

The Campaign

As the sugar is hidden, we had to search help from someone, who can find sugar everywhere - a bee. We hired 150 000 of these experts to help us demonstrate the amounts of sugar in our food. We fed them different foods for several days. As bees can produce honey from anything containing 15% and more of sugar, we introduced the world the a very first Hamburger honey, Ketchup honey, Salad dressing honey, Cereal honey and Instant soup honey.

Execution

Based on the WHO research, our country fails in prevention. So a national chain of bio groceries Náš Grunt decided to help - educate and offer a solution - honest products form natural ingredients without hidden sugar. We fed bees for days with chosen processed food. Not only that they ate it but they produced honey from it and we sent the honey to Czech food bloggers an journalists to write an article about this experience and make people understand how much sugar they eat.

The campaign resulted in 3,87 mil. cumulated media reach, 300 000 organic social media reach, website traffic increased by 30 %, store visits increased by 10 %.

The Situation

We fed bees for days with chosen processed food. Not only that they ate it but they produced honey from it and we sent the honey as a special Direct mail to selected Czech food bloggers and journalists to write an article about this experience, share it with their audience and make this way people understand how much sugar they eat.

The Strategy

Every day, there are 150 new patience diagnosed with diabetes. One of the main reasons is overconsumption of sugar. As the sugar is hidden, we had to search help from someone, who can find sugar everywhere - a bee. We hired 150 000 of these experts to help us demonstrate the amounts of sugar in our food. We fed them different foods for several days. As bees can produce honey from anything containing 15% and more of sugar, we introduced the world the a very first Hamburger honey, Ketchup honey, Salad dressing honey, Cereal honey and Instant soup honey.