What was the irrefutable consumer insight?

1 in 3 bites of food would disappear if bees became extinct! How can I, just one person, help?

Describe the marketing challenge.

The decline of bee populations is a widely known environmental issue in Canada. General Mills' proprietary research found that eighty percent of Canadians are aware of the problem and over one third of Canadians concerned with the issue, however few understood the severity of the problem and its consequences.1

After talking to consumers, the Honey Nut Cheerios (HNC) team discovered that the more people knew about the impact and urgency of the honey bee cause, the more likely they were to help.

One statistic that strongly resonated with Canadians was that one-third of the world's food supply would disappear if honey bees became extinct. 1 out of 3 bites of food would be gone! Many were stunned by the significance, and felt deeply that they needed to do something to help.