Whole Foods Keeps the Buzz Going

Whole Foods Market united 10 brands last month to reprise a summertime "Share the Buzz" cause campaign launched in 2012.Again calling attention to the dwindling U.S. honeybee population, the retailer pledged 10 cents to nonprofit The Xerces Society's conservation efforts for every organic summer squash sold from June 12-25.Caldrea Co. (Mrs. Meyer's Clean Day) and Hain Celestial Group (MaraNatha) each promised $25,000 to the effort, with additional $5,000 donations coming from Maricopa Packers (Cuties), Attune Foods, Kellogg Co. (Kashi), Nestlé (Sweet Leaf Tea), General Mills (Muir Glen), Talenti Gelato e Sorbetto, Turtle Mountain (So Delicious) and Udi's Gluten Free Foods. The co-sponsors were identified on some campagin collateral.In-store posters listed the ways in which shoppers could help the cause, such as buying organic produce, avoiding pesticides and purchasing products from the participating manufacturers. Ceiling signs and shelf talkers supported.A microsite on wholefoodsmarket.com encouraged consumers to pin informational and promotional images from the campaign on Pinterest, and showcased an animated video used last year. (See "Whole Foods Creates …" in Related Articles.) The microsite also linked to posts about bees in the retailer's "Whole Story" blog. A home page carousel ad, a June 12 email ad and Facebook activity supported.A store in Providence, RI, demonstrated the importance of honeybees by temporarily removing all the fruits and vegetables reliant on pollinators from its produce department, which cut the selection by 52%. The resulting photos of empty displays were used on stanchion signs in other stores and in a media release touting the overall campaign.

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