Our goal was to give consumers the easiest first step at participation as possible.We broke through in cluttered, over-stuffed magazines by putting change directly into consumers’ hands with a first-of-its-kind plantable seed-embedded print insert.

This insert armed consumers with an easy way to understand the problem, and to do something directly about it. By literally tearing the insert out of the magazine, planting it in soil and watering, real flowers would grow, providing honeybees with their natural food source.The special, compostable paper has to be sourced, processed, printed (with safe inks) and bound by the mechanized, high-speed printing presses all without damaging the fragile seeds embedded throughout the papers fibers.

The first week we hit our annual 125,000,000 PR impressions goal, then generated 229,934,470 impressions in four months– worth over $1.15 million in advertising.• Haagen-Dazs’ baseline sales increased 5.2% in April 2008 • Unaided brand awareness increased from 29% to 36%• Overall ad awareness rose from 19% to 26%• Häagen-Dazs as a “brand ever bought” increased from 37% to 50%• “Brand bought past 3 months” rose from 14% to 20%June 2008: the U.S. House Agricultural Subcommittee invited Häagen-Dazs to testify for Congress’ support for CCD research. Representative Dennis Cardoza called Häagen-Dazs’ involvement “extraordinary.”