Type of Entry: Titanium and Integrated
Title: HD LOVES HB
Advertiser/Client: HAAGEN-DAZS
Product/Service: HAAGEN-DAZS
Entrant Company: GOODBY SILVERSTEIN & PARTNERS San Francisco, USA
Advertising Agency: GOODBY SILVERSTEIN & PARTNERS San Francisco, USA
Creative Credits
Name Company Position
Jim Elliott Goodby/Silverstein And Partners Group Creative Director/Copywriter
Margaret Johnson Goodby/Silverstein And Partners Group Creative Director/Art Director
Andrew Bancroft Goodby/Silverstein And Partners Copywriter
Brooks Jackson Goodby/Silverstein And Partners Copywriter
Matt Rivitz Goodby/Silverstein And Partners Copywriter
Tanner Shea Goodby/Silverstein And Partners Art Director
Tyler Magnusson Goodby/Silverstein And Partners Art Director
Cris Logan Goodby/Silverstein And Partners Designer
Hilary Coate Goodby/Silverstein And Partners Senior Agency Producer
James Horner Goodby/Silverstein And Partners Executive Agency Producer
Leslie Barrett Goodby/Silverstein And Partners Group Account Director
Erin Fromherz Goodby/Silverstein And Partners Account Manager
Laurent Ledru Psyop Director (opera)
Cedric Nicolas-Troyan Psyop Director (opera)
Trish Sie Bob Industries Director (krumpin' And Disco)
Describe the campaign/entry:
Our challenge was to give a super-premium ice cream brand renewed momentum and relevance in an increasingly earth-conscious society. As Colony Collapse Disorder threatened the U.S. bee population, agency planners recognized that one-third of all the natural products we humans eat could disappear – and with it, 40% of the natural flavors used in Häagen-Dazs ice cream. So they convinced Häagen-Dazs to put their trust in the idea of creating an integrated program, “HD loves HB,” to help preserve both the brand’s long-term future and the well-being of its all-natural workforce: The honey bees.
Give some idea of how successful this campaign/entry was with both client and consumer:
The result was one of the fastest-moving media and PR stories of 2008: 125,000,000 PR impressions in the first week, with real contributions to bee research ($250,000 and counting). Häagen-Dazs’ revenue has increased 7% in 2008 and sales are up 10%. That’s double-digit growth in less than a year.
Describe how the campaign/entry was launched and executed across each channel in the order of implementation.
HD loves HB launched with a new flavor, Vanilla Honey Bee, with proceeds donated to help fund honey bee research. A magazine insert made of seed paper enabled consumers to bury it in the ground and grow wild flowers for the bees to feed on. Helpthehoneybees.com gave visitors a space to learn about the problem and help spread the word, while bee-dance videos brought the problem to the attention of millions of Earth-conscious YouTubers. Grocery retailer, Whole Foods, was so inspired by the promotion that in an effort to raise more awareness of the plight of the bees, they removed every bee-dependent product from its shelves for a day. Finally, Häagen-Dazs, together with a coalition of national beekeepers, testified on the bees’ behalf in front of Senator Hillary Clinton and the House Agricultural Subcommittee on Capitol Hill and urged Congress to allocate funding for additional honey bee research.
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