Bring Back the Bees

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Title

Bring Back the Bees

Advertiser:

General Mills

Year:

2016

Source:

Media Innovation Awards

Product Category:

Consumer Packaged Goods

OOH Format:

Outdoor

Country:

Canada

Objective:

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.

Target Group:

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.

Results:

More than 115 million seeds were given out- exceeding the goal by three times – and the brand saw a sales lift of 11.8%.