Burt’s Bees Defends the Hive

NEW YORK Did you know that every third bite of food eaten depends on bee pollination? That’s why it is critical to be aware of Colony Collapse Disorder, the mysterious disappearance of bees, which presents a growing threat to honeybees worldwide.

Burt’s Bees co-founder Burt Shavitz is addressing the issue through a multiplatform approach, including a public service announcement, online marketing and consumer sampling. Burt’s Bees is partnering with the North American Pollinator Protection Campaign for the effort.

The PSA hit movie theaters nationwide last week to coincide with the Bee Movie animated film release. The film features the voices of Jerry Seinfeld and Renee Zellweger.

The cause-marketing effort is designed to drive home the message in a high-profile manner. The PSA, for example, features Shavitz talking about the important role bees play in agriculture. “We believe the bees’ survival depends on how we manage and protect our world. Burt’s Bees is funding research to help find a solution and you can help too. Support your local organic farmer. Plant a seed. Make a healthy place for the bees to live,” he says in the video.

Shavitz encourages audiences to visit the Burt’s Bees site to get a free packet of seeds to grow bee-friendly flowers.

“We wanted to tie in to Bee Movie because the movie is tied in to Colony Collapse Disorder. As a leader in natural personal care, we believe in the greater good and felt it was important to raise awareness of this major threat to our environment and our agriculture. Bees, food, flowers, people—we’re all connected,” said Mike Indursky, chief marketing and strategic officer of Burt’s Bees.