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The seeds will be posted directly to consumers’ doorsteps to “raise awareness of the challenges facing bees”, while encouraging people to plant the seeds to “help supply bees with vital feeding grounds they need to flourish in the wild”.
The move marks the brand’s “commitment to the protection of the UK honey bee population”, in line with its brand purpose to “create more positive energy in the world”.
The campaign is supported by digital consumer activity, including a dedicated website with articles on how to plant the Cheerios sunflower seeds, and crafting ideas and competitions on Cheerios’ social media.
Toby Baker, regional marketing director for Nestlé Cereals, said: “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.”
