Bee Lovely - campaign creation
Original concept. Product name. Pack copy. Poster. POS. Email. Digital. Brand booklet.
"Michelle delivered great results for the business, creating memorable, bestselling product names, launch campaigns and beautifully-crafted copy. Michelle would be a great asset to any business and is a pleasure to work with – I’d recommend her to anyone."
Susan Curtis, Deputy Chair and Director of Natural Health at Neal's Yard Remedies
The brief
Neal's Yard Remedies needed a campaign to engage their customers. But what? With so many great values, it was important to find something only they could own.
The solution
I suggested highlighting the plight of bees - at the time not much was known about the alarming decline in bee numbers, or that pesticides were a key factor.
As an organic brand, Neal's Yard Remedies was one of the few that could make a real difference through their products and actions, as well as words.
Customers loved it. The bright yellow tubes positively flew off the shelves. The message was simple: choose organic and help save the bees.
Award winning
Within months of launch the campaign was a Silver Winner in the Best Green Educational & Sustainability Awareness Award at the prestigious International Green Awards, and Best Consumer Engagement Campaign Award at the Ethical Corporation awards.
An award-winner within months of launch
Best Consumer Engagement Campaign Award
Another great win for this now well-established campaign
Neonic's are 7,000 times more deadly than DDT, which was banned in 1984
The petition, with more than 117,000 signatures, was handed in to 10 Downing Street. Shortly afterwards, the first Europe-wide ban of neonicotinoids was announced. Coincidence?
The collection grew to become an entire family-focused range, the first for Neal's Yard Remedies, and continues to be an enduring bestseller.
More than £60,000 raised
At the last count, more than £60,000 had been raised to help support bee and wildlife initiatives around the country.
If you like what you've seen, are looking for something specific, or would like to talk about a project, please email michelle@powerofwords.media or call 07870 416455. I love words and am always happy to talk.