Beauty & SkincareAPIVITA × OpenHive (Jack McGrath) — Biodiversity Campaign
APIVITA partnered with Sport Endorse to support native Irish bee conservation through OpenHive, combining authentic sustainability storytelling with meaningful environmental action.
Overview
The campaign
APIVITA partnered with Sport Endorse to strengthen its sustainability and biodiversity initiatives by connecting directly with OpenHive and former Ireland rugby international Jack McGrath. Together, they launched a purpose-led campaign supporting three native Irish honeybee hives in Wicklow, using authentic storytelling to connect consumers with APIVITA's long-standing commitment to bees and biodiversity.
The challenge
APIVITA has built its brand around the philosophy of nature, bees and sustainable skincare. While this global brand purpose is deeply rooted in its identity, the challenge was to translate that message into a meaningful, locally relevant initiative for the Irish market.
Rather than relying on traditional product promotion, APIVITA wanted to demonstrate genuine environmental impact through a partnership that reflected its values. This required identifying a credible local organisation with authentic expertise, trusted public advocates and a compelling story capable of engaging consumers beyond conventional marketing.
The Sport Endorse solution
Sport Endorse identified a natural partnership opportunity between APIVITA Ireland and OpenHive, an Irish organisation dedicated to protecting the native Irish honeybee.
The collaboration brought together APIVITA's commitment to biodiversity with OpenHive's conservation work and the authentic voice of former Ireland rugby international and beekeeper Jack McGrath. Sport Endorse facilitated the partnership, enabling both organisations to align around shared environmental values and create a campaign centred on education, sustainability and positive community impact.
The campaign was supported through social media storytelling, video content and partner communications that showcased the importance of native pollinators while reinforcing APIVITA's long-standing bee-centred philosophy.
Athlete fit
Jack McGrath was an ideal ambassador for the campaign because his connection extended well beyond his sporting career.
Following his retirement from professional rugby, McGrath became actively involved with OpenHive as both a beekeeper and advocate for native Irish bee conservation. His genuine passion for biodiversity gave the campaign a level of authenticity that traditional influencer partnerships rarely achieve.
His personal appreciation for APIVITA's family-friendly products and shared commitment to protecting nature created a highly credible partnership that resonated naturally with both organisations' values.
Deliverables
- Strategic partnership between APIVITA Ireland and OpenHive facilitated by Sport Endorse
- Collaboration with former Ireland rugby international Jack McGrath
- Sponsorship of three native Irish honeybee hives in County Wicklow
- Social media posts
- Video content
- Sustainability and biodiversity storytelling
“The partnership between OpenHive and APIVITA felt like a natural fit — two brands rooted in quality, sustainability, and a deep respect for nature. As a dad, I personally appreciate APIVITA's family-friendly sunscreen and their bee-centred philosophy. Sport Endorse played a key role in bringing this connection to life with a thoughtful, strategic, and values-driven approach. It's great to support a brand that looks after nature the same way it looks after people.”— Jack McGrath, OpenHive Partner & Former Ireland Rugby International
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