Honey Nut Cheerios Mascot Goes Missing To Address Declining Bee Populations

In one of the most obvious yet still cool examples of cause marketing, Honey Nut Cheerios in Canada is pledging to help find a solution to unstable bee populations—by launching a whole integrated campaign around the issue, including removing its “Buzz” bee mascot from the packaging for a limited time.

“This is the first time in the brand’s history that we’ve taken ‘Buzz’ off the box,” said Emma Eriksson, director of Marketing for General Mills Canada. “One-third of the foods we depend on for our survival are made possible by the natural pollination work that bees provide. With ongoing losses in bee populations being reported across Canada, we wanted to leverage our packaging to draw attention to this important cause and issue a call to action to Canadians to help plant 35 million wildflowers—one for every person in Canada.”

The supporting campaign, by Cossette, also includes a new TV spot and online video, amicrosite, contesting, consumer sampling and PR.

The brand is giving away free wildflower seeds packs and encouraging people across Canada to visit and request free seed packs in the mail.

The brand will also be on hand at the Canada Blooms festival, handing out 50,000 Veseys wildflower seed packs to visitors.

“General Mills’ decision to draw attention to the issue of declining bee populations marks the continuation of its commitment to purpose-based marketing, which means brands will go beyond traditional statements such as product benefit in order to align with what’s really important to consumers,” says Cossette chief creative officer Peter Ignazi. “By taking the bold step of removing a well-established brand symbol from its packaging, General Mills is further challenging marketing’s conventional thinking to underscore its point.”

The BringBackTheBees campaign will run from March to July.

Video below:

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Via: Ad Week

Honey Nut Cheerios Living Billboard Filled With Bees

The cereal brand built a three-story structure that spells out “Made with Real Honey” using working hives

Honey Nut Cheerios is celebrating its real honey ingredient with a living billboard home to more than 100,000 honeybees. The three-story free-standing structure features the words “Made with Real Honey,” spelled out using the honey produced from working hives by filling clear letters on the exterior.
Ten hives were used to produce around 25 gallons of honey for this project, with three hives located on the third floor of the billboard and a further seven placed nearby. The living billboard was constructed on the property of Diamond P Farm and Ranch, just outside of Orlando in Florida.
The unique advertisement was created to show that Honey Nut Cheerios taste great because they are made with real honey. The brand wanted a billboard that showcased the cereal’s key ingredient and did more than simply broadcast a message. The honeybees were supplied in partnership with Brent Dickson and his family, who are local Orlando bee-keepers. Jared Pippin, senior associate marketing manager at General Mills, said:
“Honey is more than just an ingredient – it’s the flavor at the heart of Honey Nut Cheerios. And that’s why we thought there was no better way to explain just how real the honey is that goes into Honey Nut Cheerios than by physically showing it. We wanted to honor the honeybees and show our support for the dedicated beekeepers who love honey just as much as we do.”
Honey Nut Cheerios also partnered with local Orlando chef Joseph Burnett to create customized recipes with real honey for a special event that celebrated the cereal and its key ingredient. He shared his expertise of incorporating local and sustainable ingredients to create classic home-style dishes enjoyed by attendees as they explored the honey installation. The bee-filled billboard was on display and the honey was also used to create a limited number of special edition boxes of Honey Nut Cheerios. You can check out the living billboard in the video below:
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Via: psfk

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