Kernel / the Ministry of Foreign Affairs of Ukraine / Dronarium Ukraine: Minefield Honey

The ‘Minefield Honey’ project returns for its second edition, continuing its mission to turn Ukraine’s most dangerous land into a force for renewal. Created by Saatchi & Saatchi Ukraine, with the support of Kernel, the Ministry of Foreign Affairs of Ukraine, and in collaboration with Dronarium Ukraine, this initiative goes beyond raising awareness—it actively funds demining efforts to restore farmland for Ukrainian farmers. This year, Minefield Honey is not just a symbol—it’s a call to action. For the first time, the public can directly contribute to Ukraine’s demining operations. Donations made via [United24] foundation link will help equip specialists with the tools needed to clear agricultural land, allowing farmers to safely return to their fields. Every jar of Minefield Honey sold brings Ukraine one step closer to reclaiming its land. The second edition of Minefield Honey sees the project expanding with new partners in Ukraine, Germany and the USA producing limited-edition series of products incorporating the honey. Logistics support from honey producer B’jola ensures that Minefield Honey reaches a wider audience, maximising its impact. Additionally, this year also saw the addition of a new NGO partner, the Special Marketing Operation, a coalition of global adtech experts volunteering their time and skills to deliver pro-Ukraine ad campaigns to audiences around the world. Their support had enabled the launch of a digital campaign about the project globally - increasing the visibility of Minefield Honey’s mission.