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“We focused more on them last year, and this year decided to lean even more into that to bring this next generation along to be champions for the bees, because that’s how we are going to change the world for the better,” Eriksson says. But after it launched, it found that kids were among the most excited to get involved to plant wildflowers that would help bee populations thrive. When it first launched, “Bring Back The Bees” was aimed at boomers and grandparents, groups consumer research suggested would connect with the purpose behind the campaign.

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General Mills will be distributing 100,000 copies of the book for free through Indigo, Chapters and Coles bookstores.Įmma Eriksson, VP of marketing at General Mills Canada, says bringing a children’s book to this year’s campaign fits with a shift towards targeting Canadian children with the brand’s CSR mission. Paulette Bourgeois, a Canadian children’s author best known for creating the Franklin the Turtle book series, worked with General Mills to create Bella and Jack Bring Back The Bees. The illustrated story tells the story of two children who learn about the world’s declining bee population and the things they can do to help – the mission at the core of the “Bring Back The Bees” campaign for the last three years.

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He also nabbed his own balloon in the Macy’s Thanksgiving Day Parade, ending a whirlwind year full of buzz on a high note.A lot of brands have been focusing on storytelling in their marketing, but General Mills is taking that idea in a new direction for this year’s “Bring Back The Bees” campaign for Honey Nut Cheerios. Her big win was celebrated with a surprise ceremony at her school, where representatives from General Mills unveiled the special-edition Honey Nut Cheerios box featuring a picture of BuzzBee and Kristine together!Ī new name means a new look - BuzzBee’s style revamp in 2000 included a rounder face, new sneakers and antennas, and a fresh shirt, making him the bees’ knees of the cereal aisle. This name suits him.” she wrote in her winning 50-word essay. “He is a bee with a lot of talent and when he flies, he makes a buzzing noise. In April 2000, 11-year-old Kristine Tong of Coolidge, TX, won the contest with “BuzzBee” as her name choice.

The winner received credit for his name, and awarded a trip for four to Minneapolis with a $1,000 shopping spree at the Mall of America. The challenge was simple: submit a name fitting for the icon’s personality along with a short essay on why that name was chosen. In September 1999, General Mills launched the “Name the Honey Nut Cheerios Bee Contest” for children ages 5-12 to participate in throughout the United States. While few cereal mascots are created without names, it’s worth making a beeline for the story behind how BuzzBee got his name. Makes you wonder if he lost his balance because he realized he was seven years into being a brand mascot and still missing a name, doesn’t it? After munching through the bowl of cereal, the diver’s dad muses aloud, “Bee, this is some taste!” as BuzzBee stumbles off of the box and into the water. Check out this 1986 commercial spot where a diver refuses to come up to the surface until he realizes that Honey Nut Cheerios are on the breakfast menu. We know him as BuzzBee now, but for the first twenty years of his shelf life this icon was nameless. From day one, Honey Nut Cheerios also had an enthusiastic, plucky mascot: a bee. Created during a recession, Honey Nut Cheerios won over consumers with family-focused advertising and affordable pricing while still tasting just as sweet as any other sugar-laden cereal on the market. When Honey Nut Cheerios launched in 1979, the world was abuzz with praise for the delicious nuts and honey-flavored cereal.

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