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Banrock Station hails Plan Bee success
Australian wine brand Banrock Station is committed to supporting conservation projects around the globe and since 1994 has donated £2.5 million to 97 environmental projects in 13 countries.
Following its successful “Plan Bee” initiative, Banrock Station will be entered into the “Best Brand Launch” category in this year’s Drinks Business Awards.
Plan Bee was a corporate campaign set up by the Co-operative to raise awareness and help preserve the dwindling British bee population.
In 2010, Banrock Station raised awareness of its second year of support for Plan Bee by creating three special edition wines, only available through the Co-op.
The front label design communicated the campaign, together with promotional neck collars giving further details about the need to save British bees. For every bottle sold, 5 pence was donated to the Plan Bee cause with the objective of raising at least £45,000.
A creative PR campaign was designed to generate wide-spread consumer awareness of the plight of the bee and the fundraising efforts of Banrock Station.
This included the world’s first ever “Bee-vertising” – a billboard created entirely from 100,000 live bees spelling out ‘SOS’ Save Our Swarm. Pictures from the photo-shoot were used for national media and a video was posted on YouTube and online media channels.
The initiative was hugely successful, with 882,000 bottles of Banrock Station Special Edition wines sold through the Co-op’s outlets during its three-month duration.
All three wines were among the top 10 biggest-selling wines in the Co-op’s Australian category in September 2010, with the Cabernet Sauvignon achieving the number one position.
Banrock Station exceeded its donation, giving £56,000 to Plan Bee. The campaign drove awareness of the social responsibility of Banrock Station and the Co-operative, a new listing for Banrock Reserve and generated significant PR coverage, worth a media value of 10 times the original investment.
For more information on Banrock Station’s environmental projects visit www.banrockstation.com
Click here for more information on the 2011 Drinks Business Awards
db, 17.03.2011