Bee populations in Canada continue to be unstable, and human survival depends on plentiful and healthy bees. One in three bites of food we eat is made possible by the pollination that bees provide. To raise awareness and communicate this message, General Mills’ Honey Nut Cheerios removed the loveable Buzz mascot from its cereal box and provided Canadians with free wildflower seeds to help #BringBackTheBees.
This social media campaign used integrated marketing to reach consumers across various social and traditional media platforms. The creative strategy of the campaign was to spread awareness of Canada’s unstable bee population among consumers. The #BringBackTheBees call to action allowed everyday Canadians to act as brand ambassadors by helping to spread the message General Mills was promoting.
The campaign goal was to plant 35 million wildflowers = one for every Canadian. To learn more about this campaign, visit bringbackthebees.ca