B Honey: The Purple Hive Project

Food company Bega Foods Limited launched its B honey brand in Australia with an AI-driven beehive project to educate consumers about the dangers of the Varroa destructor mite.

Campaign details

Brand: B HoneyBrand owner: Bega FoodsEntrant company: Thinkerbell, MelbourneIdea creation: Thinkerbell, MelbourneMarket: AustraliaSector: Sauces, seasonings, condimentsMedia channels: Magazines - consumer, Mobiles & apps, Online video, Packaging & design, Public relations, Social mediaBudget: Up to 500k

Executive summary

Bees are the planet's most important species: they're responsible for one in three mouthfuls of our food and without them we wouldn't survive. But bees also face extinction. Australia is the only inhabited continent on earth without the dangerous Varroa destructor, a mite that threatens global...

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