The European retail and tourism group, REWE has underlined its commitment to the protection of biodiversity across Germany, including that of bees and insects, by celebrating World Bee Day last week with its brand ambassador, Maya the Bee.

For the past two years, the popular Studio 100 Media character has been the face of much of the retailer’s environmental activity, including its insect protection campaign, tapping into the brand’s ethos in standing for insect protection and sustainability in its own Project Poppy Meadow initiative.

Last week, Maya the Bee took on the role of ambassador for and face of REWE’s World Bee Day celebrations, with POS designed across the retailer’s outlets to broadcast the importance of the annual Bee Day and raising awareness among customers. As well as this, Maya is prominently placed on the retailer’s website, while TV spots on RTL and VOX round off the campaign this year.

Together with 530 farmers throughout Germany and parts of Austria, the German Nature and Biodiversity Conservation Union (NABU) and the Rhineland Cultural Landscape Foundation, REWE is implementing biodiversity projects such as nesting aids and flowering areas. The company currently operates the largest biodiversity promotion in conventional fruit and vegetable cultivation (in terms of cooperation between retail, nature conservation and farmers).

Like REWE, “Maya the Bee” also cooperates with NABU and acts as an ambassador for its campaign, Insect Summer. At the same time, NABU supports Maya and her friends with its ‘know-how’ on the website www.diebienemaja-bienenschutz.de.