Toiletries and personal care brand Burt’s Bees is to run a ‘Honey Bee Health’ experiential campaign this weekend on London’s Southbank.
Burt’s Bees products make extensive use of honey and beeswax as ingredients, and last year the company partnered with the British Beekeepers Association on a #BringBackTheBees campaign aimed at encouraging consumers to help save bees, which have seen catastrophic collapses in numbers in recent years.
Experiential agency Ambient is working alongside Talon Outdoor and Omnicom Media Group’s PHD on the ‘Honey Bee Health’ activation, which will challenge consumers to ‘Be a True Force of Nature’ with a Burt’s Bees “Wall of Seeds” installation at the Queen’s Walk on London’s Southbank Centre on 26th and 27th May 2018 from 10.00am to 8.00pm. People will be able to collect their own bee-friendly wildflower seed packet to help support the #BringBackTheBees movement.
Burt’s Bees will be giving away 6,000 wildflower seed packets over the Bank Holiday weekend, making a total of 12 million seeds. Consumers will be told they do not need a large garden – they can sow the seeds on a balcony, porch, window box or patio plant pot create a thriving bee-friendly habitat.
Becci Dive, Media Group Manager at Omnicom Media Group’s PHD, says: “We took on board feedback from customers in 2017 that they wanted even more ways to be involved with the cause and help Burt’s Bees to bring back the bees. PHD’s campaign strategy was rooted in this, with the OOH activation acting as the perfect vehicle to do just this, equipping people with both seeds and information to make an impact on the crisis themselves.”
In addition to the experiential “Wall of Seeds”, the brand is launching a Limited Edition Bring Back the Bees Strawberry Lip Balm, and, in partnership with the British Beekeepers Association, will plant 5,000 bee-friendly wildflower seeds in selected areas nationwide.
Last year, Burt’s Bees #BringBackTheBees campaign resulted in 192,852,000 wildflower seeds being planted across the UK by the British Beekeepers Association.
Ambient is an award-winning marketing agency specialising in innovative ambient media, full-service experiential marketing and promotional staffing.