According to the breakfast cereal giant, the offer of the seeds – which are posted directly to consumers’ doorsteps – are designed to raise awareness of the challenges currently facing the bee population. It prompts Brits to plant the seeds to help supply bees with vital feeding grounds they need to flourish in the wild.
The campaign is aligned to the popular cereal brand’s purpose to ‘create more positive energy in the world’ and follows the launch of a new visual identify in February. The new look feature modern and fresh artwork to amplify Cheerios’ simple goodness.
It is being supported by digital consumer activity, including a dedicated website with articles on how to plant the Cheerios sunflower seeds and info on the Bee Friendly Trust. Nestlé Cereals social media channels are also being populated with bee crafting ideas for children, as well as running a creative competition.
Humans actually depend on bees
“As a business, our promise is to make breakfast better as well as doing our bit to help protect the planet,” said Toby Baker, regional marketing director, UKA, Nestlé Cereals.
“Bee populations are declining, and without the honey bees we wouldn’t be able to make our family favourite Honey Cheerios.
“It’s widely believed that as many as 1 in 3 mouthfuls of food consumed by humans could depend on bees. This is why we are proud to be playing our part in protecting the homes of honey bees and the vital role they play in our ecosystem in partnership with the Bee Friendly Trust. We know families care about this too, and we believe positive energy puts all good things in motion.
Our ‘Save the Bees’ campaign gives families a fun platform to help reverse the decline of the honey bee population, whilst also raising awareness more broadly for the challenges facing bees in the UK.”