Häagen-Dazs has had an ongoing CSR campaign to help the honey bees. Colony Collapse Disorder, the mysterious dying off of entire bee colonies, has caused a sharp decline in the honey bee population. Honey bees, in case you didn’t know, play a key role in our global food production.
The ice cream company has a new campaign that promises to donate up to $75,000 to the University of California Davis’ research into this issue and promote some goodwill among ice cream lovers. They’ve asked fans to use the hashtag #HDmoment on Twitter and Instagram to highlight personal moments from throughout the summer, and those moments will turn into a free e-book that will be available in the fall. In addition to a guaranteed $25,000 donation, the company will make a $5 donation for every moment captured.
To help produce the book, they’ve brought in special guest editors and writers like chef Alex Guarnaschelli to help.