Bees are an essential part of our ecosystem. Every day they fly tirelessly collecting pollen and nectar, performing about 80% of all pollination in the world.

But bees are on the verge of extinction.

Without bees there are no flowers or plants.

Without flowers and plants, there is no tea.

Bees also play an important role in cities where they diligently pollinate plants and trees, but with increasing urbanisation, areas once filled with honey-bearing plants and trees are being replaced by asphalt. That is why the bees in the cities don't have enough food and are literally starving.

Franck, a leading tea brand in Croatia, decided to help the bees in the cities.

Our main objective was to create a unique tool to activate our consumers so we can, together, help bees in the cities.

Having in mind these difficult times for bees in urban areas, our main creative idea was to turn every city balcony, window, or terrace into a bistro for bees: Franck Beestro!

But what is a Beestro?

Franck Beestro works like any other franchise. Essentially, it is a special tea packaging consumers can use as a plant pot for planting honey-bearing flowers and feeding bees. By planting honey-bearing flowers, consumers directly help bees because bees collect food, nectar and pollen from these flowers. So just as people come to refresh and treat themselves in various bistros with Franck's products, Franck Beestro becomes a place where bees come to refresh and treat themselves with honey flowers.

Since Franck Beestro is connected with the purchase of tea, our primary target audience was defined as consumers of Franck teas, as well as the consumers of tea in general. A typical consumer of tea is a person who has a healthy lifestyle with a healthy diet and often enjoys tea in a quiet environment, spending time with family and friends. Tea is equally loved by all good groups, and there is no significant difference between men and women.

Secondarily, due to the nature of the project, we wanted to bring the project closer to the general public, to create awareness for the bees in urban areas, educate, but also to encourage consumers to take action.

Beestro gave consumers the opportunity to become Franck’s partners, who can open their own Beestros throughout Croatia, to host and feed bees.

Consumers could purchase Franck Beestros online and offline, in a tin or ceramic version of the pot, in which we packed two boxes of Franck tea and honey flower seeds they can sow/plant inside.

Every Beestro also contained a Partnership contract between Franck, nature and consumers.

A signed contract could then be registered on the campaign website. This way consumers could officially become our beesiness partners in expanding the Beestro franchise, helping directly from their windows and balconies.

On Instagram, consumers could use +50 stickers for decorating their Beestros so they could show-off their unique furnishing style on SoMe.

The campaign was a success: Franck Beestro became the talk of the town, not just in a bee world, but also in the human one. The campaign generated over 100 positive media mentions.

In one month of the campaign duration, more than 16.000 Beestro branches were opened. Every open Beestro with honey-bearing flowers hosted and fed thousands of hungry bees, and turned consumers into Franck beesiness partners.

Also, the campaign had an impact on the sale of Franck teas which saw a rise of 16%. This result is even more impressive because the Croatian tea market is strongly seasonal, meaning the tea is primarily consumed during the winter, and Beestro campaign went live in the spring.