Nestlé Cereals – owned by Cereal Partners UK – has launched a ‘Save the Bees’ campaign for its Cheerios product. The campaign supports Cheerios’ new partnership with The Bee Friendly Trust.
By purchasing Cheerios’ Save the Bees products, consumers have the opportunity to be sent a free mini box of sunflower seeds. The seeds are designed to not only raise awareness of the challenges facing bees, but also to encourage families to plant the seeds to help supply bees with ‘vital feeding grounds’ they need to ‘flourish in the wild’.
The campaign is supported by digital consumer activations – including a website on how to plant the seeds.
“As a business, our promise is to make breakfast better as well as doing our bit to help protect the planet,” said Regional Marketing Director UKA, Nestlé Cereals, Toby Baker.
“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 one in three 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.”