Honey Nut Cheerios resumes Bring Back the Bees promotion
General Mills Canada of Mississauga has resumed a promotion for its Honey Nut Cheerios cereal brand called "Bring Back the Bees." The initiative, first conducted last year, involved the distribution of wildflower seeds for consumers to plant in support of bee colonies. The promotion involves the temporary removal of the brand's bee spokescharacter from the cereal's packaging and a website at <http://www.bringbackthebees.ca> from which consumers can request free seeds.
This year, the promotion will also include a temporary retail installation in Toronto. This will take the form of a grocery store from a future which lacks a healthy bee population. The exhibit is intended to highlight the role bees play in our food supply. The installation will operate from March 11 to 12. Online videos produced during the initiative will be released on March 20. In addition, the brand will conduct a month-long promotion with YTV featuring bee-related programming aimed at children.
"Last year we gave away more than three times our original seed goal target, thanks to the overwhelming response by Canadians who wanted to help bring back the bees," said Emma Eriksson, vice-president of marketing at General Mills Canada. "This year, we're hoping Canadians will help us plant another 100 million new wildflowers across Canada."
The full marketing campaign also incorporates television advertising, a sampling program and public relations activities. It will run until June. The campaign was developed by Cossette, with media work by Cossette Media. Public relations are being handled by Veritas Communications. Experiential marketing is being managed by Mosaic. The special packaging was produced by Hunter Straker.