It’s easier to change behavior when it is entertaining and iconic. As the biggest food retailer and leader of the food transition, we launched “The Last Beehive”, an educational immersive gaming experience to save bees online and generate donations to save them IRL.

We created characters half-fruits/half-bees representing the fruits and vegetables that could disappear without the bees. Players needed to save them from real-life enemies : pesticides, parasites, hornets, heatwaves, etc.

Everytime a bee was saved in the game, a purchasable game asset was added in the Sandbox marketplace, then sold for the benefit of bees. Indeed, all the money collected has been donated to the Beefund of the Fondation de France which finances concrete actions for preserving bees.