Woolworths NZ, in collaboration with dentsu Aotearoa, opens world's 1st bee supermarket, celebrating spring and highlighting the importance of bees in fresh food production. With global bee population declining by 50% in 75 years, 70% of human food crops depend on bee pollination.
Woolworths' Blooming Tribute to Vital Pollinators
The Challenge
Spring brings life to flora and fauna. Leaves and flowers bloom, and fruits and vegetables flourish. However, this vibrant springtime in gardens and supermarkets is dependent on bees. Sadly, the global bee population has declined by 50% in the past 75 years. Yet, around 70% of the crops we consume rely on bee pollination.
Woolworths wanted to bring awareness to these important pollinators. So, how did they do it?
The Solution
The Woolworths for Bees store was designed to cater to the group's first non-human target market. It stocked aisles of fresh flowers filled with the pollen and nectar bees love. Stock was carefully selected in consultation with beekeepers, botany experts, and nurseries. The store layout was designed with bees in mind, featuring a 'spring specials' section with spring flowering plants and 'locally grown' New Zealand natives. Woolworths for Bees even had an 'ultraviolet aisle' stocked with purple and blue flowers, bees' favorite colors on the spectrum.
The Results
The Woolworths for Bees store was not only a shopping destination for bees but also provided an interactive and educational experience for humans. Visitors could learn about bees through signage and an on-site beekeeper, participate in educational challenges, and take home treats like bee-friendly garden seeds. In support of bee awareness, dentsu Aotearoa committed to adopting beehives for their Auckland office through Bees Up Top.
Innovating to Impact
This campaign successfully raised awareness about the crucial role of bees in the environment, with a strong focus on educating both children and adults about these vital pollinators. Visitors to the supermarket were able to engage with bees through informative signage and interact with an on-site beekeeper. They also had the opportunity to participate in educational challenges and take home special treats, including bee-friendly garden seeds. In line with the campaign's mission to promote the importance of bees, dentsu Aotearoa has made a commitment to adopt beehives for their Auckland office through the Bees Up Top program.
“Without a healthy bee population, the entire food chain is impacted. And that’s not just produce. Other supermarket staples also rely on bee pollination and wouldn’t be available for us to enjoy without bees. As a supermarket, Woolworths is uniquely positioned to educate people about this issue.”Bríd Drohan-Stewart - Woolworths, Director of Brand
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