‘it may seem hard to believe, but without bumblebees, there would be no pizza,’ notes darryl cox, the bumblebee conservation trust’s senior science and policy officer. the flying insect is in fact the most effective pollinator of tomatoes, essentially allowing us to keep up with the global demand for tomato-based products.
in collaboration with pizza brand pappa john’s, the ‘beezza’ has been born in support of the world’s bee population — ‘the little creature that the pizza world owes everything to’. the world’s first miniature pizza for bees comes in at less than one inch in diameter, is made with papa john’s pizza dough, and is topped with wild flowers, such as forget me nots, rose geraniums and sprinkled with a mix of local pollen, rosemary and thyme. these are bees’ favorites, according to experts.
the campaign by W communications for pappa john’s UK seeks to raise awareness to the crucial role bees play in pollinating the food that we eat, and the impacts of climate change on the native bee population. papa john’s teamed up with thom whitchurch to create the ‘beezza’ and inspire others to create bee friendly areas in gardens, parks and green spaces. ‘we did a lot of research into which ingredients should go on the pizza and along with the knowledge and expertise from the team at the bumblebee conservation trust, we seemed to have got the recipe spot on’, said whitchurch.
sadly the mini pizzas are not available to purchase, but the campaign for ‘beezza’ supports the work of the bumblebee conservation trust by giving out packs of native wildflower seeds via its social channels, enabling customers to grow plants that attract bees.
agency: W communications
client: pappa john’s UK
partner: bumblebee conservation trust
food art (195 articles)
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