Canada. Home of the Montreal Canadians, Maple Syrup (the good stuff, no, not Aunt Jemimas) and great french cuisine. There is a problem in Canada though (and everywhere else in the world as a matter of fact). The population of bees is steadily declining, threatening the way of life for the citizens. General Mills Canada decided to take a stand and fight to alert the public.

Buzz, the famous Honey Nut Cheerios mascot, is being ‘removed’ from the boxes. All that is left is an outline of the poor guy. Don’t worry, Buzz fans, this is only temporary. The point is clear though, if we keep ignoring this ongoing issue of declining bee populations, Buzz–and the rest of the bees–might be gone for good. We would have to say goodbye to over 1/3 of the foods we adore. We cannot let that happen.

General Mills put out a really powerful video showing other species being saved by brave men and women, and ended with a call to action to help save the bees too! According to Emma Eriksson, Director of Marketing for General Mills Canada,“we wanted to leverage our packaging to draw attention to this important cause and issue a call to action to Canadians to help plant 35 million wildflowers—one for every person in Canada.”

  • Free seeds to plant wildflowers, saving the bee population has never been any easier. Way to go General Mills and Cossette.
  • I won’t ruin it attempting to break it down, instead, I have posted it below.


I had to share this because I believe it is an incredible example of cause marketing. If you would like to learn more or help out by planting some wildflowers, go to their microsite HERE. 

They are pretty close to their goal already! (85% as of March 21, 2016)