This led to an idea that some initially thought might be impossible to actually deliver on – the world’s first “Supermarket for bees”! This world first would be a purpose-led activation blending creativity, education and sustainability.
Spring is the season when nature reawakens - and it’s also when our smallest environmental contributors play their biggest role. Bees are responsible for pollinating around 70% of the crops humans consume, yet over the past 75 years, their global population has declined by 50%. The Woolworths for Bees initiative set out to raise awareness of this critical issue - and to do it in a way that was joyful, informative and interactive.
Concepted, produced and delivered end-to-end by dentsu Aotearoa, the activation reimagined a supermarket through the eyes of bees. Featuring carefully selected plants and flowers (curated with input from beekeepers, botanists and nursery partners), the pop-up “supermarket” included "spring specials”, locally grown natives like Mānuka and Kōwhai, and even an “ultraviolet aisle” featuring the blue and purple hues bees are most drawn to. While bees were the store’s primary audience, the space also offered a fun, educational experience for human visitors – particularly tamariki – with signage, activities and take-home seed kits designed to encourage bee-friendly planting at home.
The Supermarket for Bees was a huge success, with 6300 families visiting to learn about bees and fresh produce. Additionally, 2400 families took home seed kits to create their own bee supermarkets, generating a buzz in their own backyards. All the plants from the supermarket were donated to local schools. It was also a major success for Woolworths, as customers embraced it, leading to a clear shift in brand perception – resonating with them as a supermarket that is fresh, good for New Zealand and committed to caring for the environment.
With this work currently being entered into a range of awards locally and internationally, a beautifully crafted case study video outlines the work and how it came together.
The campaign didn’t stop at awareness. As part of its broader sustainability journey, dentsu Aotearoa also adopted beehives for its Auckland office through Bees Up Top, creating safe urban habitats for pollinators. With over 50,000 bees joining the team we were able to produce some delicious urban honey which was a client gift at Christmas time.
In the last two months, dentsu Aotearoa has introduced a number of initiatives to reduce waste and support conscious choices - from banning single-use coffee cups in the office and offering reusable options to all staff and guests, to hosting workshops with sustainability advocate Ethically Kate on low-waste living.
In May each year, Dentsu staff also take part in One Day For Change - a company-wide volunteer day dedicated to supporting local communities. Many of these efforts focus on environmental initiatives across Aotearoa, reinforcing the agency’s belief that meaningful change starts from within. Team members were out in force - weeding, planting, mulching, pulling junk out of the sea, sorting food and connecting with the community.
As a proud member of the Sustainable Business Network, dentsu Aotearoa is powered by 100% renewable energy and is working towards net zero emissions by 2030. The agency is also Toitū Carbon reduce certified, verifying its emissions to international ISO 14064-1 standards.
All of these elements reflect the dentsu Sanpo Yoshi philosophy – “Good for business, good for people, good for society”.
Whether it’s through strategic partnerships, impactful creative or everyday decisions in the workplace, dentsu Aotearoa remains committed to doing business in a way that supports a more sustainable future - one idea (and one bee) at a time.