The Challenge

Partnering with the Australian Honey Bee Industry Council (AHBIC), Woolworths was eager to educate Australians on the positive contribution bees make to Australia’s horticulture and agricultural industry. SOCIETY was engaged to start a conversation and generate buzz on the importance of bees’ impact on Australia’s agricultural and horticultural ecosystems.

The Solution

SOCIETY worked with Woolworths and AHBIC to gather insights that could be used in an activation that would start a conversation among consumers. To continue the momentum of the Woolworths Discovery Garden campaign and start a conversation on bees, we needed to make a big statement to capture national media attention. Woolworths Neutral Bay was stripped bare - taking off the shelves products that were directly impacted by pollination from honey bees. Overnight the store was transformed, with shelves across the fresh produce section and coffee, oat, and spreads aisles being drastically transformed.

The Response