This has to be one of the best examples of cause marketing.Honey Nut Cheerios in Canada is pledging to aid in finding a solution to declining bee populations—by launching a whole integrated campaign around the issue, including removing its “Buzz” bee mascot from the packaging for a some time.
” We’ve taken ‘Buzz’ off the box for the first time in the brand’s history,” said Emma Eriksson, director of Marketing for General Mills Canada. “One-third of the foods we depend on for our survival are done through the natural pollination work that bees provide. With bee numbers dwindling 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 supporting campaign, by Cossette, also includes a new TV spot and online video, microsite, contesting, consumer sampling and PR.Check out the campaign here below:
The brand is giving away free wildflower seeds packs and encouraging people across Canada to visit BringBackTheBees.ca and request free seed packs in the mail.
The brand will also be on hand at the Canada Blooms festival, handing out 50,000 Veseys wildflower seed packs to visitors.
The decision to draw attention to the issue of declining bee populations marks the continuance of its commitment to purpose-based marketing, which means brands will go beyond traditional things as product benefit in order to align with what’s really important to consumers,” says Cossette chief creative officer Peter Ignazi. “By making the bold move of removing a well-established brand symbol from its packaging, General Mills has challenged the conventional marketing thinking to underscore its point.”
This will go down as one of best case studies of cause based brand marketing across the globe