The choirs aptly named "Choir! Choir! Choir!" sings "take these broken wings", as we watch footage of animals being rescued from treacherous mud holes, riverbeds and water drains. It's in our nature to help, so lets help the bees, says Honeynut Cheerios in this campaign created by Cossette, Toronto. One third of all honeybee colonies in North America died in the winter of 2012-2013, and this campaign has a goal to plant 35 million wildflower seeds, one for every person in Canada, to save the bees. General Mills has decided to make its iconic bee mascot disappear from all the cereal boxes until it has planted enough wildflowers. You can get your free seeds at Bringbackthebees.ca, and learn more about the save the bees campaign there.
This is a good example of a strategy that addresses a hot topic du jour without pandering. Honey Nut Cheerios need bees to make their product, and we all need bees. Encouraging people who love their sweet cereal to help the bees is smart sustainability as well as a brand strategy.