The Cannes Lions International Advertising Festival, the largest and highly respected global awards program, honored Ketchum and the Haagen-Dazs brand with a Cannes PR Lions award for their Haagen-Dazs loves Honey Bees in the Corporate Responsibility and Environmental Issues category. It was one of only 18 PR Lions given from a field of 431 international entries in the very first year that public relations was featured at the festival.
“Collaborating with clients like the Haagen-Dazs brand on campaigns that employ consumer engagement, social responsibility, and a smart use of both traditional and non-traditional media is where our discipline is headed, so we’re delighted to win one of the first Cannes PR Lions Awards for a truly ‘buzzworthy’ initiative,” said Raymond L. Kotcher , Ketchum CEO and senior partner.
The Cannes Lions Festival was established in 1954 and has evolved into one of the most important professional meetings in the global communications industry. As the festival recognizes creativity and innovation in the public relations industry, its organizers explain, “The PR Lion was inaugurated in 2009 to honor the creative use of reputation management by the building and preservation of trust and understanding between individuals, businesses or organizations, and their publics.”
Today’s recognition rounds out an extraordinary awards season for the Haagen-Dazs loves Honey Bees campaign, which also received a Gold Clio at the Clio Awards ceremony in Las Vegas in May.
The Haagen-Dazs loves Honey Bees campaign was an integrated marketing effort. Goodby Silverstein & Partners led the advertising for the Haagen-Dazs brand.