Bayer’s cause marketing efforts around biodiversity and providing more natural habitat for pollinators included Feed-a-Bee, a program developed in partnership with Mastermind, BBDO Atlanta, and Bayer’s Bee Health initiatives. Insights drove this multi-year campaign to highlight the need for food for natural pollinators like honeybees and monarch butterflies. It involved influencer campaigns, PR, microsite, social media, and offline event activation.