Winner
Ketchum and Häagen-Dazs: Häagen-Dazs Loves Honey Bees: Let's Lick This Problem

Häagen-Dazs (HD) was suffering from slow sales, low consumer interest, and a stuffy reputation. With Ketchum's help, the ice-cream company focused on its commitment to using all-natural ingredients and devised a program that linked HD to an unknown issue which threatened the existence of a large percentage of its ingredients – disappearing honey bees.
 
The team sought to create a real connection between consumers and the brand. It knew that an engaging cause was vital. And while the plight of honey bees seemed too obscure to have much impact, thorough research showed that bees played a pivotal role in pollinating ingredients in more than 40% of HD's flavors and, moreover, one-third of all foods are pollinated by honey bees. The team had found its cause to champion.
 
“This was a fabulous entry into cause marketing for a new player,” said one judge.
 
HD would be the first company to “own” this issue. At every turn, the cause would be linked back to the brand's “all-natural” essence. And Ketchum carefully chose as its target 35- to 54-year-olds with kids, which has always been a key HD demographic. It's also a group that cares a great deal about what they eat and where their food comes from.
 
To ensure relevance, Ketchum orchestrated a broad, wide-reaching plan. It suggested that HD donate $250,000 to Penn State University and the University of California-Davis for research. A bee advisory board comprising scientists and beekeepers was formed to ensure authentic, factual communication. A new flavor – Vanilla Honey Bee – and bee logo were created. The honey bee message opened the door for targeting media that traditionally wouldn't cover HD, such as gardening and environmental outlets.
 
HD created helpthehoneybees.com to educate the public on the issue. CNNMoney.com was chosen to break the story because it directly feeds hundreds of other outlets. The team created the Million Seeds Challenge to reach out to bee supporters using Craigslist and MeetUp.com, as well as to spur the public to plant 1 million seeds to create bee-friendly habitats.
 
Results exceeded expectations. Sales in April – the month the campaign launched – rose 5.2%, the largest single-month spike in a year. Media impressions surpassed 273 million, with placements including CNN, The Wall Street Journal, and Everyday with Rachael Ray. Moreover, more than 1.2 million seed packets were planted, which far surpassed community-involvement goals.

“This campaign was surprising and refreshing,” noted one judge. “An unusual insight [that was] very thoroughly executed.”

Honorable Mention
PainePR and Pampers: Pampers/UNICEF “One Pack = One Vaccine”

In 2006, Pampers launched an effort in Western Europe for UNICEF, “One Pack = One Vaccine,” to wipe out neonatal tetanus in developing countries via a vaccine that is taken for granted in the US. In 2008, Pampers sought to bring the effort to North America. The right spokesperson was key to reach the target audience of mothers of young babies, retailers, and Hispanic families. Through a PainePR-led effort, popular actress and new mom Salma Hayek was secured. The program kicked off on Oprah, where more than 9 million viewers, along with 2 million-plus visitors to Oprah.com, saw Pampers donate 1 million vaccines in Oprah Winfrey's name. In all, 530 million media impressions were garnered in outlets coast to coast. Wal-Mart even awarded Pampers its coveted VPI (Volume Producing Item) status. “The gold standard in cause-related marketing,” noted one judge.

Finalists

• Fleishman-Hillard, AT&T, and Cell Phones for Soldiers: Operation: Military Connections
• Ketchum and Häagen-Dazs: Häagen-Dazs Loves Honey Bees: Let's Lick This Problem
• Linhart Public Relations and Crocs: Launching a First-Of-Its Kind Recycled Shoe Donation Program for Crocs
• MS&L and Procter & Gamble – Always and Tampax: Protecting Futures
• PainePR and Pampers: Pampers/UNICEF “One Pack = One Vaccine”

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