The cereal brand built a three-story structure that spells out “Made with Real Honey” using working hives.
Honey Nut Cheerios is celebrating its real honey ingredient with a living billboard home to more than 100,000 honeybees. The three-story free-standing structure features the words “Made with Real Honey,” spelled out using the honey produced from working hives by filling clear letters on the exterior.
Ten hives were used to produce around 25 gallons of honey for this project, with three hives located on the third floor of the billboard and a further seven placed nearby. The living billboard was constructed on the property of Diamond P Farm and Ranch, just outside of Orlando in Florida.
The unique advertisement was created to show that Honey Nut Cheerios taste great because they are made with real honey. The brand wanted a billboard that showcased the cereal’s key ingredient and did more than simply broadcast a message. The honeybees were supplied in partnership with Brent Dickson and his family, who are local Orlando bee-keepers. Jared Pippin, senior associate marketing manager at General Mills, said:
“Honey is more than just an ingredient – it’s the flavor at the heart of Honey Nut Cheerios. And that’s why we thought there was no better way to explain just how real the honey is that goes into Honey Nut Cheerios than by physically showing it. We wanted to honor the honeybees and show our support for the dedicated beekeepers who love honey just as much as we do.”
Honey Nut Cheerios also partnered with local Orlando chef Joseph Burnett to create customized recipes with real honey for a special event that celebrated the cereal and its key ingredient. He shared his expertise of incorporating local and sustainable ingredients to create classic home-style dishes enjoyed by attendees as they explored the honey installation. The bee-filled billboard was on display and the honey was also used to create a limited number of special edition boxes of Honey Nut Cheerios. You can check out the living billboard in the video below: