Honey Nut Cheerios: Bring back the bees

Honey Nut Cheerios (HNC), a cereal brand, created a purpose-driven campaign focussed on the issue of a decreasing honeybee population, in order to increase sales and brand engagement in Canada.

Campaign details

Advertiser: General MillsBrand: Honey Nut CheeriosAgency: Veritas CommunicationsCountry: Canada

Background/Summary

Honey Nut Cheerios (HNC) is the top performing cereal brand for General Mills. But due to competitive factors and consumer taste changes, the brand was at risk of losing its dominant position.

HNC has always masterfully promoted its functional attributes and benefits. However, to attract the elusive Millennial target, we needed to find a way to show that we cared as much about our collective world as we did selling our cereal to them by creating a new campaign and associated...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands