Magners & Good-Loop have launched a new media campaign that raises money to support the UK’s struggling bee population every time someone listens to its ads on Spotify. The new listen-to-donate format was created by the purpose-led ad platform Good-Loop for the cider brand’s new “Gardens – Best Served With Magners” campaign.

Every time someone listens to Magners’ new spot on Spotify, they’ll hear a message that lets them know they’ve generated a free donation to The Bee Friendly Trust, a charity that supports bee habitats and other pollinators across the UK.

The audio format is part of a wider UK campaign created by the cider brand that will run throughout the summer across multiple channels, including OOH, audio, and digital. Magners is the first brand to use Good-Loop’s new purpose-powered ad format.

Iain Telford, Magners’ senior brand manager, said: “Bees are absolutely critical to the production of Magners, and we are so pleased to be supporting the Bee Friendly Trust in its mission to create habitats for honeybees to thrive. The listen-to-donate format with Good-Loop is a fantastic platform for us to deliver our new campaign, which puts Magners at the heart of garden moments, while at the same time directing funds to a cause that means so much to us.”

Altogether, the new campaign – which will run until August 31 – will raise around £22,000 towards supporting the UK’s struggling bee population. A third of the world's food production, including the apples that help to make Magners’ cider, depends on bees.

However, their numbers are in serious decline due to the growing use of pesticides, intensive farming and the impact of climate change. The International Union for Conservation of Nature (IUCN) says as many as 24% of Europe’s bumblebee species are now threatened with extinction, despite being worth a staggering £690m per year to the UK economy.

Stuart Hands-Bellion, head of agency partnerships at Good-Loop, said: “I’m absolutely buzzing that Magners has chosen to be the first brand to use our exciting new listen-to-donate format to generate some much-needed money to help support and protect bee habitats across the country.

“Here at Good-Loop, we’re on a mission to help brands and agencies use their media budgets to support the global causes they care passionately about at scale. Our new listen-to-donate format does just that, helping to drive brand growth, while also rewarding listeners’ precious time and attention to fund a great charity.”

Republic of Media is handling media buying for the campaign. Anthony Norris, digital account director from Republic of Media, said: “It’s crucial we continue to explore opportunities for advertising to benefit the brand, the environment, and those around us. Launching this format with Magners and Good-Loop made perfect sense for all. I’m excited for listeners to get to hear about the good Magners are doing, as they blast out their summer tunes on Spotify.”

The new listen-to-donate unit – bought on a CPM basis – is the latest ad format from Good-Loop that harnesses the value of consumer attention to help brands and agencies do well at scale.

Good-Loop, a Certified B Corporation, is on a mission to make the connection between brands and consumers more meaningful by delivering respectful ads that deliver real social impact, while also driving significant business and brand uplifts for advertisers.

Other formats include its Watch to Donate format, which generates a free donation to charity every time someone watches an ad, and its This Ad Does Good ad unit, which rewards viewers’ attention by funding various initiatives around the world, including tree planting, coral reef restoration and ocean plastic clearing.

To find out more about Magners’ new “Gardens – Best Served With Magners” campaign, click here.

To find out more about Good-Loop’s new audio format, click here.