Irish bee propagation supported by Bulmers
Bulmers always begins with a bee. Not only is Ireland’s bee population vital to our Bulmers cider, bee pollination is vital to all life.
In the summer of 2021, Bulmers introduced consumers and customers in Ireland to bees as key members of our ‘workforce’. Bees are critical in bringing to life the 17 varieties of apples that are used in the making of our iconic Irish cider.
Working with the team behind the All-Ireland Pollinator Plan and launched on World Bee Day, 20 May 2021, the multimedia campaign #meettheworkforce ran on TV, radio, social media and in both the on- and off-trade. The campaign highlights the vital role that bees and other pollinators play in our ecosystem, and how necessary they are for our survival. The campaign also aims to raise awareness of the threat to bees from loss of biodiversity, use of pesticides, drought, habitat destruction, nutrition deficit, air pollution, global warming and more. As well as offering tips on the steps we can all take to save the bees, the campaign also offers consumers across Ireland the chance to win 1 of 500 ‘Bee Hotels’ to help in the conservation and support of the bee population.