The cereal category in Canada is in decline (-15%) and competition is fierce in this high repertoire category, where 69% of consumer purchase decisions are driven by sales/promo at shelf. We needed to regain consumer’s share of heart to ensure that we made it into their baskets.

Honey is the star ingredient in our product and name, and our mascot is a Honey Bee. In 2016 we launched our purpose campaign “Bring Back the Bees”, based on the increasingly growing concern over the declining bee population, by removing our beloved mascot “Buzz” off the box during the campaign window and encouraging Canadians to plant wildflower seeds to save the bees.

Even after inspiring over 500+ million wild seeds planted, to support the declining honey bee population, we needed to further educate Canadians on the honey bees’ importance to our eco system.

We looked to a tangible execution, to educate parents and inspire kids during an occasion that is shared among both - Storytime!

Through previous campaigns, we learned:

Our overall message resonated with our core parents, but even more so with kids.

Both targets were engaged and passionate about the cause during the campaign window, but we found that would soon dwindle after the campaign had finished.

When planting their seeds together, parents found they were ill equipped to further teach kids why bees matter.

We broke through traditional media channels by partnering with internationally renowned and beloved Canadian book author Paulette Bourgeois (known for her Franklin the Turtle series) and illustrator Josee Bisaillon to create a book to teach and inspire action that would live on well past the campaign window.

For over a year we worked exclusively with Paulette and Josee, to create a uniquely specific and ownable story-book that only Honey Nut Cheerios could do. The story of “Bella and Jack”; who partnered up on a school project and went on an adventure to learn about the benefits of “Bringing Back the Bees”, and the importance and impact that bees have on our everyday eco-system.

To generate awareness of the book and engage consumers, we kicked off our campaign during a key time when both kids and parents connect - March Break!

Outside of our owned channels, to distribute the book further, we negotiated printing rights with KidsCan Press and partnered with national book store giant, Indigo exclusively across their 91 stores, where the book was displayed prominently. For further scale, we arranged promotion of the book across Indigo’s website, social channels and newsletters as a recommendation for kids.

The 8wk campaign kicked off with Paulette and Josee in-store where the book was distributed with live readings, autograph sessions and media tours across Canada. We had live readings in co-viewing moments on kids’ channels and called out where to pick up the book. We utilized video across TV, digital and social channels.

In generating uniquely specific content through the book, our efforts were further rewarded with earned influencer and user generated content that parents and kids alike shared with us!

In creating a unique and ownable story-telling narrative, we were able to further connect with both our core targets in an authentic way! The campaign was a success, achieving:

Over 100K+ books distributed and picked up via Indigo, that will live in family hearts and homes for years to come

Over 300+ million seeds distributed, +50% more vs. the previous year.

+39% delivered reach across media & PR efficiencies

32.5M PR impressions (+50% vs planned)

90.3M paid impressions (+28% more than anticipated)