Publicis has created a £3m campaign for cereal brand Sugar Puffs to launch its charity initiative. The year-long campaign is based around Hive Action, a fundraising collaboration with UK charity Hives Saves Lives.
The project aims to promote the use of hives and honey in Africa to alleviate poverty and will be launched today (Thursday) with wildlife presenter Ben Fogle (pictured centre left), pop star Liz McClarnon (pictured centre right) and Sugar Puffs brand icon Honey Monster.
The campaign will include on-pack offers, online competitions, a brand experience roadshow and schools’ fundraising initiatives.
Marketing director Paula Moss says: “Honey-goodness is at the heart of the Sugar Puffs brand and we are therefore really excited to be working with Hives Saves Lives, our nominated charity for 2007. The charity shares our commitment in spreading the benefits of honey to a wider audience.”
The charity initiative is being launched through a schools’ fundraising and education programme. There is also a website where one click will send 5p to the charity pot.
The campaign is being supported on pack and online by Catalyst.