Papa John’s UK has created the world’s first pizza for bees, a stunt shining a light on a new honey-drizzled, spicy pizza and helping to raise awareness about the decline of the majestic pollinator.
‘The Bee Sting’ launches today (17 July), and is being marked with a video showing a bee enjoying 'the world's first Beezza’. Papa John's said: "This tiny, 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."
The chain teamed up with Thom Whitchurch who developed ‘Britain’s first tiny cookery school’, to inspire the public to help look after bees. The one-inch 'za' is made with real Papa John’s dough, based with passata and topped with wild flowers.
The brand is also supporting the Bumblebee Conservation Trust by giving out packs of native wildflower seeds via its social channels to customers keen to plant new sources of pollen. Customers can also donate to the cause while ordering.
Giles Codd, UK marketing director said: “Bees are fundamental to the making of pizzas, so we wanted to give them a slice of the action and create one perfect for them whilst raising awareness of the well-publicised issue of declining bee populations both here in the UK and across the globe.
“We hope the new Bee Sting pizza, goes down as well with our customers as the ‘Beezza’ did with the bees.”
Darryl Cox, senior science and policy officer of the Bumblebee Conservation Trust said: “We’re delighted that Papa John’s is supporting our work to protect and feed the nation’s bumblebees.
“It may seem hard to believe, but without bumblebees, there would be no pizza. Tomato plants hold their pollen in extremely tight structures and literally need a bumblebee to buzz the pollen out to fertilise the flowers. This free-bee service means we can produce enough tomatoes to satisfy the global demand for pizza and other tomato-based products.”
The campaign was developed by W Comms. Vote for it below in The Drum Creative Works.