Buzz Marketing: General Mills Canada Wants to #BringBackTheBees

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General Mills Honey Nut Cheerios Brink Back the Bees

Bees have been disappearing in massive numbers, which is terrible news for the human race.

“One-third of the foods we depend on for our survival are made possible by the natural pollination work that bees provide,” said Emma Eriksson, director of marketing for General Mills Canada, according to Yahoo.

General Mills would like to boost the bee population again so the brand is handing out wildflower seeds and asking Canadians to register for free seeds at Bring Back The Bees. It aims to plant 35 million wildflowers across the country—one for every Canadian.

Bee expert Marla Spivak tells Yahoo that “the elimination of flowering plants and ground cover in urban and rural areas alike” is one of the biggest threats to bees in Canada.

To help raise awareness, the brand is releasing a TV and digital spot that compiles viral video of people helping animals in need, such as a baby elephant trapped in a well and ducklings stuck into a drain. Then the copy reads, “Helping is in our nature. Now another friend needs our help.” It is backed by an a capella version of the Mr. Mister hit, “Broken Wings.”

The brand is looking to garner attention for the cause in another area: right on the cereal box. Buzz, the mascot of Honey Nut Cheerios, will disappear from the box for the next six weeks. His space will be simply filled by whiteness.

“It’s a bold move for us because that bee is a beloved character that draws people to the brand,” said Eriksson, according to Canada’s Marketing magazine. “But we thought it’s worth it to really make a bold statement to get that awareness going,”

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