Haagen-Dazs and Honey Bees
The honey bee crisis happened in 2006, the bee population decreased, and the beekeeping industry was in danger at the same time. Many foods rely on honey bees so that’s why many food companies also involved in honey bee crisis even though there is not crisis happened to the company. Moreover, the company should to develop a project of corporate social responsibility which was an excellent method to tell the public that how does the company concern about the issues that affect us not just profit.
Haagen-Dazs was founded by Reuben Mattus who was a polish immigrant, and it was started in the Bronx, New York in the 1920s. The dream of Reuben Mattus was to make ice cream with the finest ingredients from all over the world. The quality, natural ingredients, craftsmanship, and the old world traditions were important essences in consist of the Haagen-Dazs. Even though the honey bee crisis had not yet affected Haagen-Dazs, the company still developed a series of crisis management plan after the crisis happened aimed at demonstrating its corporate social responsibility to the public, and polishing the Haagen-Dazs brand at the same time.
The situation analysis part aims to figure out what’s the strength, weakness, opportunity, and the threat of Haagen-Dazs had when the crisis happened. By handling this event, I think the strength of Haagen-Dazs was it has its own public relations program. Diane McIntyre who was the Senior Public Relations Manager for Dreyer’s, and she still represents the Haagen-Dazs brand. The 2009 pistachio recall propelled Haagen-Dazs to develop a crisis management plan because they used pistachio in two flavors which were Dreyer’s and Haagen-Dazs, and this crisis management plan generally developed for all types of crises.
As an ice cream company, I think the most important weakness of Haagen-Dazs was more than 40% products are bee-dependent flavor, therefore, many flavors ice cream would no longer be existed if the honey bees disappeared. Furthermore, the consumer of Haagen-Dazs questioned what they eat and where it originates is threatening its market and future. However, a potential opportunity was offered to Haagen-Dazs was they can educate consumers the vital importance of honey bees by using the power and popularity of Haagen-Dazs ice cream brand. Meanwhile, underscore its commitment that as a food company the devotion to quality should be remained forever.
After evaluating the honey bee crisis and the Haagen-Dazs company, there were a lot of measures were issued by Haagen-Dazs, such as:
- The Haagen-Dazs Loves Honey Bees campaign was launched aims to create awareness of the plight of the honey bee.
- Haagen-Dazs donated $250,000 to Pennsylvania State University and the University of California, Davis to promote sustainable pollination and Colony Collapse Disorder (CCD) research.
- $10,000 donation to The Pollinator Partnership aims to preserve honey bee health.
- Bee Board, an advisory board comprised of PSU and UCD scientists, play a role in guiding the brand and ensuring that communication is authentic and factual
- Vanilla Honey Bee, a new bee-dependent flavor was launched, pledged to donate 1% of overall sales of this flavor, meanwhile, all other bee-dependent flavors to go toward CCD research.
- A comprehensive media strategy was created purpose to ensure there was no unturned media stone was left and to boost mass awareness.
- One million bee-friendly flower seeds were offered to the enthusiasts for planting in backyards and gardens.
- A briefing was hosted by the Haagen-Dazs and The Pollinator Partnership works on the plight of honey bees and the ice cream social.
- A 5.2% April sales increase and 4% growth sustained from April to July 2008
- More than 227 million media impressions nearly worth $1.5 million investments in advertising, 93% of all media coverage plays the role of a brand polisher, an 8% increase in awareness of the honey bee issue, and a 6% increase in accurate identification of the issue.
- More than 1,200,000 “HD loves HB” seeds were distributed to the enthusiasts.
- More than 950 consumers and organizations contacted the Haagen-Dazs for suggestions, further information, or collaboration.
- 5 awards won by the Haagen-Dazs Loves Honey Bees campaign
Obviously, Haagen-Dazs was the biggest winner in the honey bee crisis. The brand organized outreach programs such as donation and the distribution of bee-friendly flower seeds in an effort to build a positive image. We can discern that the honey bee crisis was a prodrome for all the honey bee-dependent products; however, just Haagen-Dazs saw the opportunity to join the fight to help restore the honey bee colonies, and then dominate the crisis aims at burnishing the brand and future development even though there is not a crucial crisis happened to itself.
Furthermore, the Haagen-Dazs Loves Honey Bees campaign was successfully launched following three sets of goals which were business, awareness/comprehension, and behavior. According to educate customers about the plight of the honey bee issue, Haagen-Dazs built sales and gain loyal customers as well. The consequences of campaign demonstrated that how to take advantage of weaknesses in gaining the sales market. Moreover, I think the logo of Haagen-Dazs Loves Honey Bees campaign also was an impressive design and won numerous awards at the same time.