As the sugar is hidden, we had to search help from someone, who can find sugar everywhere - a bee. We hired 150 000 of these experts to help us demonstrate the amounts of sugar in our food. We fed them different foods for several days. As bees can produce honey from anything containing 15% and more of sugar, we introduced the world the a very first Hamburger honey, Ketchup honey, Salad dressing honey, Cereal honey and Instant soup honey.

As we know about the presence of hidden sugar in processed food, we target the ones that are most commonly consumed in the Czech republic, we translated the amounts of sugar into percentage and that gave us an idea of the possibility of bees making honey from these foods. As each of the food contains more than 15 % of sugar, the bees really made the honey and pointed out the big amounts of sugar in the food.

We posted our experiment online first and then introduced people to weird honeys by sampling in front of big supermarkets, where people buy the processed food, and by sending DM to food bloggers and journalists. At the same time we launched the print and OOH.

The campaign resulted in 3,87 mil. cumulated media reach, 300 000 organic social media reach, website traffic increased by 30 %, store visits increased by 10 %.