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The Sustainability Channel in association withLBB
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TD Bank Dip into NY's Local Honey Biz for A New Sustainable Initiative That's Creating A Buzz

30/10/2017
Advertising Agency
New York, USA
314
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High Line Honey, created by TBWA\Chiat\Day New York is a year-long initiative that kicked off with an all-day event that attracted nearly 4,000 visitors
As corporate sponsor of the High Line, New York City's famed aboveground park, TD Bank wanted to do something meaningful and enduring to support the High Line and it's commitment to sustainable operations, while also creating a little buzz. Working together with TBWA\Chiat\Day New York, the idea for "High Line Honey" was hatched, with the goal of producing sustainable local honey from NYC and highlighting the vital role that bees play in sustaining the planet's food supply and ecosystems, not to mention the natural beauty of the High Line itself.

This year-long initiative kicked off over the weekend with an all day event on the High Line that attracted nearly 4,000 visitors and included honey tasting flights, real working hives (enclosed for protection), educational sessions with local beekeepers,  and a local indigenous flower exhibitions from every New York borough.

High Line Honey is expected to produce between 100 to 150 pounds of honey from rooftop beehives located in Chelsea, and will be tended by Andrew Coté (of Andrew’s Honey). High Line Honey will be 100 percent pure, raw, local, unheated, unpasteurized and kosher honey. It will be harvested and sold at the High Line as early as next summer to help support the park.

Through the High Line Honey initiative, TD Bank hopes to go beyond the "write a check" role of a traditional corporate sponsor to really provide a sustainable, ongoing connection to New York that not only directly benefits the diverse people that make up the community here but that also supports the surrounding environment through pollination, forging a lasting seasonal impact on the hundreds of floral species that populate the High Line.
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