BEES CAN FIND SUGAR WHERE YOU LEAST EXPECT IT
| Title | BEES CAN FIND SUGAR WHERE YOU LEAST EXPECT IT |
| Brand | NÁŠ GRUNT |
| Product/Service | CHAIN OF FARMER SHOPS NÁŠ GRUNT |
| Category |
C05. Influencer Communication & Social Amplification |
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Entrant
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McCANN PRAGUE, CZECH REPUBLIC
|
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Idea Creation
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McCANN PRAGUE, CZECH REPUBLIC
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Credits
| 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.