Honey Nut Cheerios’ Mascot Disappears In A Save The Bees Campaign

Honey Nut Cheerios’ Mascot Disappears In A Save The Bees Campaign
SHARE
THIS



Honey Nut Cheerios, a cereal brand with a bee mascot, has removed its bee from its packaging to drive awareness about the declining global bee population.

The removal of “Buzz” the mascot from its packaging is a big move for an established brand. “This is the first time in the brand’s history that we’ve taken ‘Buzz’ off the box,” Emma Eriksson, director of Marketing for General Mills Canada (company behind Honey Nut) told Adweek.

“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 campaign created by Canadian creative agency Cossette features a TVC showing people rescuing wildlife who are in danger:

Cossette chief creative officer, Peter Ignazi, praised General Mills’ commitment to the campaign: “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.

“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.

CREDITS
Advertising Agency: Cossette, Canada
Chief Creative Officers / Creative Directors: Carlos Moreno, Peter Ignazi
Associate Creative Director / Art Director: Yusong Zhang
Associate Creative Director / Copywriter: Dhaval Bhatt
Interactive Designers: Derek Sharpe, Gustavo Oregel
Box Design: Hunter Straker
Editorial House Producer: Mina Jang
Account Executives: Jennifer Self, Isabelle Morin
Account Directors: Jessica DeSantis, Paula Badran
Group Account Director: Wendy Morgado
Chief Strategy Officer: Jason Chaney
Director of Strategy: Kevin McHugh
VP, National Brand Leader: Janis Lindenbergs
Production House: SammyB Productions
Producer: Sam Benson
Editors: Nicole Lawr, Gerrit Van Dyke
Editorial House: Soda
Transfer & Online: The Vanity
Colorist: Andrew Exworth
Online Artist: Michael Medeiros
Retoucher: Trevor Gauthier
Audio House: RMW
Music Search and License: David Hayman / Supergroup
Media: Cossette Media
PR: Veritas
Published: March 2016

 

 

Please login with linkedin to comment

creative industry Red Bull

Latest News

AUSTIN, TEXAS - JUNE 18: (EDITORIAL USE ONLY) (Editors note: This image was computer generated in-game) Alice Powell of Great Britain celebrates her podium position during the W Series Esport League Round 2 at Circuit of The Americas on June 18, 2020 in Austin, United States. (Photo by Clive Rose/Getty Images)
  • Media

Getty Images Inks Deal With W Series Esports League

Getty Images and W Series have announced an exclusive deal which sees Getty Images serve as the Official Photographic Partner of the newly launched W Series Esports League. Brand-new for 2020, the W Series Esports League will see W Series drivers from around the world compete in the first official women only simulated racing league. […]

Closeup of a man hand holding cellphone with internet browser on screen. Man with spectacles relaxing sitting on couch while looking at mobile phone. Closeup of mature latin man using smartphone to checking email at home.
  • Technology

What’s Next For Advertising On iPhones?

Wondering what's next for advertising on iPhones? You could give Tim Cook a call or, failing him answering, read this.

by B&T Magazine

B&T Magazine
FutureBrand Australia CEO Rich Curtis Acquires The Global Branding Company’s Australian Operations
  • Media

FutureBrand Australia CEO Rich Curtis Acquires The Global Branding Company’s Australian Operations

Rich Curtis has acquired FutureBrand’s Australian operations from Interpublic Group. The new ownership will enable the business to double-down on its commitment to the Australian market and invest locally, while still maintaining its global network via FutureBrand as an affiliate. Since opening its doors in 1999, FutureBrand has created and transformed iconic brands including Nespresso, […]

Newsreader Katrina Blowers Launches Claiming Your Confidence, The Podcast
  • Media

Newsreader Katrina Blowers Launches Claiming Your Confidence, The Podcast

Big names share their biggest confidence challenges on Claiming Your Confidence, The Podcast, hosted by Channel Seven Newsreader and author Katrina Blowers. The new show launches July 13 on iTunes and Spotify with three episodes dropping on week one:  featuring Sunrise Host Edwina Bartholemew, Comedian Merrick Watts and record-breaking Ultra Runner Jacqui Bell. Each week […]

Production house Sam I Am Steps Up Roster With Five Fresh Directors
  • Media

Production house Sam I Am Steps Up Roster With Five Fresh Directors

Full service production house Sam I Am has announced the arrival of five new commercial directors including writer-director Aimée-Lee Xu Hsien Curran (pictured), designer-turned-director Sinéad McDevitt along with directors Anita Lee, Dominic Allen and Joris Noordenbos. Writer-director Aimée-Lee Xu Hsien Curran creates work defined by rich visuals across both comedy and drama. She has directed […]

DiDi Partners With Urban List For Make It A Date Campaign
  • Campaigns

DiDi Partners With Urban List For Make It A Date Campaign

DiDi Australia has partnered with lifestyle publisher Urban List for its Make It A Date campaign, encouraging Australians to reconnect and commit to meaningful time with one another as COVID-19 restrictions lift across cities. The collaboration sees Urban List provide curated in-app destinations and venue recommendations to inspire Aussies to ‘make it a date’ and […]

Archetype Appointed By HTC, Tile And Upright Technologies
  • Media

Archetype Appointed By HTC, Tile And Upright Technologies

Strategic communications and marketing agency, Archetype, has been appointed by HTC, Tile and Upright Technologies to drive awareness and sales for each brand’s consumer technology products. The agency has put its strategic and holistic thinking first, evolving the approach to market for all three product offerings. The new additions to Archetype’s portfolio showcase the agency’s […]

Wrike Introduces New Marketing Tool
  • Technology

Wrike Introduces New Marketing Tool

Wrike unveils new marketing tool that apparently comes wrapped in excess bubble wrap for those who enjoy a good popping.

Music online concept - phablet and headphones on the wooden desk
  • Media

SCA’s Live Radio Streaming Audience Up 35% Year On Year

SCA’s live radio streaming continues to rise with 1.1million listeners recorded at the end of June 2020, up 35 per cent year on year. Catch up radio podcasts continue to be on trend with a total of 3.2 million downloads recorded at the end of June, this is a 49 per cent year on year […]

SWM Enhances Audience Intelligence With New Location Data Partner
  • Media

SWM Enhances Audience Intelligence With New Location Data Partner

Seven West Media has enhanced its audience intelligence offering for advertisers thanks to a new partnership with Australian mobile location intelligence platform LANDMARKS ID. LANDMARKS ID enables SWM to integrate its technology directly into the 7plus app to collect, analyse and provide rich audience profiles on 7plus app users. The new partnership improves SWM’s ability […]