Bring Back the Beesx
Bring Back the Bees
Media Innovation Awards
Consumer Packaged Goods
In the declining cereal category, Honey Nut Cheerios wanted to bring back brand love. With Canadian’s increasing concern over the declining bee population, the brand saw an opportunity. Honey is the star ingredient in Honey Nut Cheerios and its mascot is a honeybee named Buzz.
Principal grocery shoppers.
Strategy and Media Used:
To bring awareness to the issue they used their packaging and OOH by removing or having Buzz bee missing. Consumers were directed to the website, BringBackTheBees.ca, where they could request free wildflower seed pack to help sustain the bee population. An emotional video about rescuing animals drew further attention to the cause.
More than 115 million seeds were given out- exceeding the goal by three times – and the brand saw a sales lift of 11.8%.