CHALLENGE
Drive awareness of Dreyer’s/Edy’s Fruit Bars and introduce new flavor varieties – Pomegranate and Blueberry Acacia, through a health conscious, community oriented, environmentally friendly campaign.

SOLUTION
Developed “Communities Take Root” campaign, a national environmentally friendly contest in partnership with the Fruit Tree Planting Foundation, to broaden reach and establish loyalty and credibility in the Fruit Bars brand. Communities Take Root will supply Fruit Tree Orchards to deserving communities in need of a fresh fruit source for years to come. Beneficiary stories are powerful and compelling to garner strong media coverage.

RESULTS
25 Fruit Orchards planted in 2010.
10+ million impressions– exceeded campaign goal in first month of campaign. Diverse Reach: Family/Parenting, Gardening, Education, Community

Client Experience Project and its new Twitter social cause program – TwitCause – was profiled in one of the most influential tech blogs

Ice Cream Maker Paying For Your Tweets To Save Honeybees

By MG Siegler

Back in August, we covered the launch of TwitCause, a service not unlike Causes on Facebook, only built on top of Twitter. Basically, they find a cause to support (partially based on community feedback) and use Twitter to drive awareness for it. They also ask that you donate some money if you find the cause worthy. But today brings a new little twist: A sponsor willing to pay for any Twitter user who tweet out their support for a cause. Ice cream maker Häagen-Dazs has stepped up to do this to try and save honeybees.

Perhaps you’ve heard the stories over the past several years about honeybees mysteriously vanishing around the world in large numbers. The root cause is believed to be something called Colony Collapse Disorder, which causes bees to stray from their hives and die. This is bad news since honeybees are vital to pollinating a lot of different types of foods we eat. They’re also vital to making ice cream, which is why Häagen-Dazs is supporting this TwitCause.

Starting today and running through November 11, Häagen-Dazs will pay $1 for the first 500 people that tweet everyday with the hashtag #HelpHoneyBees. The money will go towards both a UC Davis research project to further look into Colony Collapse Disorder, as well as help fund the Häagen-Dazs Honey Bee Haven, which aims to teach people about how to create their own honeybee farms.

Crunchy chocolaty deliciousness…under 150 calories? This was enough to land Zenzi client Lil’ Drums featured on Good Morning America with special expert commentary from Shape Magazine. Check out this TV segment on ice cream treats that will keep you slim and satisfied this summer.

TINY CLASSICS

The ice cream truck favorite has been made over into Nestle Drumstick Lil’ Drums, a smaller, 140-calorie version of the classic sundae cone ($5.50 for 10, at grocery stores)

Nestle’s newest Drumstick product is now available, the perfect lil’ snack for parents and families. Savor a timeless sundae cone with fewer calories and more fun!