Where is BuzzBee?
A campaign by our Honey Nut Cheerios brand team in Canada is proving to be buzzworthy.
It has people asking why BuzzBee isn’t on the newest box for the cereal on Canadian store shelves.There’s a good reason.
Buzz’s departure is temporary. It’s part of the campaign – BringBackTheBees.ca – that aims to raise awareness of the deterioration of bee colony health around the world.
“As a marketer, when you look at what’s really driving liking to the brand, Buzz is right up there with the product and the honey,” says Emma Eriksson, director of marketing for General Mills Canada. “So, to take Buzz off the box was a bold–and a little bit scary–move. But it’s worth it to draw attention to the cause that bees are disappearing.”
Canada’s Honey Nut Cheerios team will send wildflower seeds to Canadians interested in helping out. They’re giving away 35 million seeds!
Consumers who participate also will be entered to win one of five garden makeovers.
Emma says, “We wanted one simple action that all Canadians could get behind. We learned that bee nutrition is a fundamental issue and that getting people to plant wildflowers could have a huge impact. It’s an easy, tangible way they can help – and it can be a fun, family activity as well.”
One third of the foods we depend on for our survival are made possible by the natural pollination work that bees provide.
Marla Spivak, professor of Entomology at the University of Minnesota, supports the initiative in Canada.
“There are a range of threats to Canada’s bee population, but among the biggest are the elimination of flowering plants and ground cover in urban and rural areas alike,” says Dr. Spivak. “The goal of planting 35 million wildflowers will go a long way toward helping provide the natural habitat and food supply that is essential for healthy, sustainable bee colonies.”
In the winter of 2014, Ontario beekeepers lost 58% of the province’s honeybee population. After the winter of 2015, 16% of all Canadian bee colonies were lost, 38% in Ontario.
“We have a natural link with bees with our honey ingredient,” says Emma. “But the most important thing is that consumers care and it’s an important issue for all humans. And of course, we’re a company that’s passionate about food. It’s grander than just honey. It’s grander than just the bees. It’s about humans and our food supply.”
To learn more about the campaign visit BringBacktheBees.ca
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