We connected Woolworths with the Australian Honey Bee Industry Council (AHBIC) to spotlight the critical role bees play in protecting our food supply and agricultural ecosystems; turning an everyday grocery shop into a powerful wake-up call.

In a bold visual move, we stripped a Woolworths store of every product directly impacted by honey bee pollination, capturing compelling content as shelves were cleared. Within 24 hours, media-ready assets were live – driving urgency, securing a national morning show segment, and generating radio coverage across the country.

To sustain momentum, we promoted Woolworths’ Discovery Garden range and encouraged Australians to plant their own herbs, veggies, and flowers. Strategic partnerships with sustainability influencers helped extend the message – transforming awareness into action and reinforcing the vital importance of bees.

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Our impact:

• Reached 2 million people
• Started conversations on the positive impact of bees on agriculture and our food supply
• Encouraged customers to purchase pollination plant collectibles