Honey Nut Cheerios tells a story about bees

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.

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.

General Mills will be distributing 100,000 copies of the book for free through Indigo, Chapters and Coles bookstores.

Read full article on Strategy Online

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