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.
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.
Within 24 hours, we achieved; a four-minute panel discussion segment on Studio Ten discussing the topic, a 13-minute discussion on 6PR and news conversations on radio stations across the county, 30 pieces of coverage as well as coverage on news.com.au, 7 News online, Daily Mail and more. Woolworths also achieved one of the highest engaged LinkedIn posts of the year, with a 32% engagement rate (typically 3%).
Total pieces of coverage
LinkedIn engagement rate
1/277 Rundle Street
Adelaide, SA 5000
50 Yeo Street
Neutral Bay, NSW 2089
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