SuperValu TidyTowns is committed to empowering and supporting communities across the country in areas of sustainability, biodiversity, climate change, inclusivity and diversity.
In 2022 we saw the opportunity to engage young people on SuperValu TidyTowns and drive real sustainable impact in the area of Biodiversity.
One third of the food we eat is pollinated by bees yet sadly 30% of our Irish bees are in danger of becoming extinct. As Irelands leading fresh food retailer, we also have a responsibility to protect our Irish biodiversity and future food security.
In 2022 SuperValu TidyTowns put out a rallying call to primary schools across Ireland to help us to SAVE THE BEES.
We co-created the Save the Bees campaign with industry experts in the All-Ireland pollinator plan.
An educational support kit for every primary school in Ireland was developed and this included pollinator friendly seeds to allow students to create their own bee-friendly school garden. Schools were also encouraged to collect bee cards instore and be in with a chance to share in a €50,000 bursary.
The campaign had a highly engaging and fun creative and was supported with heavyweight media, PR and social activations targeting kids, parents and teachers.
SuperValu Save the Bees was positively received by students, parents, teachers and consumers. It reached 3,241 primary schools and 1.6million students and had 555 entries to the bursary. The media campaign reached 3.2million, PR had a reach of 2.9million and a social reach of 5million with 2.63million video views.