Creating Breakfast Cereal Brand Buzz
In a gesture designed to celebrate the real honey in their Honey Nut Cheerios, the cereal brand built a living billboard complete with working bee hives, home to 100,000 honey bees. As the bees produced their honey (around 100 liters in all) the ‘Made with Real Honey’ message came to life, cleverly reinforcing the value proposition of the product brand. This sticky piece of brand engagement is a ripping example of creating memorable brand gestures to build buzz around.
Jared Pippin, senior associate marketing manager at General Mills, said:
“Honey is more than just an ingredient – it’s the flavor at the heart of Honey Nut Cheerios. And that’s why we thought there was no better way to explain just how real the honey is that goes into Honey Nut Cheerios than by physically showing it. We wanted to honor the honeybees and show our support for the dedicated beekeepers who love honey just as much as we do.”
Cheerios also partnered with local Florida chef Joseph Burnett to create customized recipes featuring natural honey for a special event created around the living honey billboard. The bee-filled billboard was on display to the public with the honey from it being used to create a limited number of special edition boxes of Honey Nut Cheerios.
Pic via Cheerios