Part of the brand's larger #BringBackTheBees campaign and public call to action, General Mills Canada brand Honey Nut Cheerios will be helping consumers plant 35 million wildflowers in 2016. The innovative cause campaign will see the the brand give away enough wildflower seeds to represent each Canadian citizen and hopes that the massive eco call to action will help provide a solution to the unstable bee populations.
The #BringBackTheBees campaign includes a new television commercial and YouTube clip, as well as a dedicated microsite. The entire campaign, which will run March to July 2016, was organized on behalf of the brand by agency Cossette.
The brand will support their campaign by giving out seed packs at the Canada Blooms festival, while a clever emotional commercial campaign will help consumers become invested in the cause.