Honey Nut Cheerios: Bring Back the Bees

Honey Nut Cheerios, a cereal brand owned by General Mills, launched its Bring Back the Bees campaign in Canada to help raise awareness of the declining bee population and increase brand sales.

What was the irrefutable consumer insight?

1 in 3 bites of food would disappear if bees became extinct! How can I, just one person, help?

Describe the marketing challenge.

The decline of bee populations is a widely known environmental issue in Canada. General Mills' proprietary research found that eighty percent of Canadians are aware of the problem and over one third of Canadians concerned with the issue, however few understood the severity of the problem and its consequences.1

After talking to consumers, the Honey Nut Cheerios (HNC) team discovered that the more people knew about the impact and urgency...

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