Award Case Study: Purple Hive – Thinkerbell for Bega – B Honey

Here's an idea that had the Mumbrella Awards 2020 judges buzzing. Describing it as 'simple, elegant and efficient', the jury deemed Thinkerbell's Purple Hive a genuinely innovative project, which cleverly used an AI algorithm and proved innovative thinking does not require a large budget. This is Thinkerbell's entry below, along with the judging criteria utilised to award it the Mumbrella Award for Innovation.

In 2020, Bega Foods entered the honey market, working with Thinkerbell to co-create the product from the ground up. The result is B Honey, built off the platform “It all starts with a Bee”.