iC Group - In The News
Bee Maid promoting honey’s health benefits
May 2006 - Marketing Magazine
Bee Maid Honey is, yes, buzzing with activity these days, looking to reposition its popular Western brand around a healthier lifestyle.
Honey is an all-natural product containing vitamins, minerals and antioxidants, says Guy Chartier, director of sales and marketing at Bee Maid in Winnipeg. To promote those beneficial attributes, BCG Communications developed a new strategy that uses fewer images of bees and fields and more of smiling, healthy people in its marketing and on its revamped website. And a new “Eat Right Take Flight” contest is promoting the new look and beemaid.com.
Consumers can enter the PIN from a Bee Maid product for the chance to win instant coupons from the Running Room, along with prizes such as pedometers, sport watches and hats, or an MP3 player. They can also win one of two grand prize trips for two to a spa in Banff, Alta. with one each for the U.S. and Canada (only in British Columbia, Alberta, Saskatchewan, Manitoba and Ontario).
The sweepstakes, developed by IC Group, also feature an online trivia game in which visitors help a Bee Maid Honey jogger run to the Rocky Mountains by correctly answering honey-related questions and dodging unhealthy food choices.
The campaign’s focus is largely directed at honey users, encouraging them to purchase and use honey more often, says Chartier. Bee Maid will build up a database of consumers who can receive regular information about the many uses of honey, including recipes, to keep the brand top of mind.
–Sarah Dobson
About iC Group – www.icgroupinc.com
iC Group is a leading provider of interactive sweepstakes, games, contests, promotion risk management and insurance solutions. They are a trusted partner in the design and implementation of secure, high-impact promotions for many of the world’s top brands and leading promotion agencies. Clients rely on them to deliver promotions that create immediate impact and drive measurable results, while minimizing promotion risks that can jeopardize the bottom line.
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