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The Three Bears Breakfast Cooking Show for Rowse Honey is a Fabulous New Campaign by BMB


BMB is launching a new campaign for Rowse Honey featuring three modern-day bears: Matt, Joel and Phil.

In response to Rowse Honey's challenge to encourage more people to put honey on their porridge, the agency decided to update the fairytale for a modern audience and create a YouTube cookery show, The Three Bears, with bigger, grizzlier and infinitely more fabulous bears than Goldilocks ever got to meet.

Matt, Joel and Phil are three gay men who identify with the term 'bear', often used to describe large, husky, gay men sporting a lot of body hair.

In the show, The Three Bears live together in a rustic wooden lodge surrounded by nature. Each episode sees them create a delicious new porridge using Rowse honey and follows their hilarious antics along the way.
The campaign launches with three online episodes and a 60 second teaser trailer, supported by Out Of Home, social activity, and a Stylist cover wrap.

Kirstie Jamieson, Marketing Director of Valeo Foods UK said: “BMB tackled the brief of getting more people to put Rowse Honey on their porridge head on. Our Three Bears Breakfast show is the authority on porridge and honey and the simple but tasty recipes offer some charming breakfast inspiration for those dark winter mornings. It is really exciting to connect Rowse with a younger audience in an engaging & relevant way.”

Jules Chalkley, Chief Creative Officer at BMB said: “The Rowse Honey brand is the number one spread in the UK and we wanted a creative idea with the scale and stature to match. We took the very humble business challenge of encouraging more people to put honey on their porridge and invested it with as much heart and passion as we could. The Three Bears is a YouTube based recipe show that dusts down the 19th century fairy tale and sets it firmly in the 21st century. Our ambition is that hopefully it turns into a much bigger entity that plays in to the nations deep love of cookery shows.”

Matthew Lister, who stars in the campaign said: “The gay community is so vibrant and diverse, recently LGBT people have appeared at the forefront of several advertising campaigns. That said, it seems certain groups have been under represented in the media which is why I jumped at the opportunity to feature in The Three Bears. The filming process reminded me a bit of my experience of the Bear community. We arrived on the first day not knowing each other, but everyone was easy going and welcoming. Very quickly the banter and camaraderie between us all developed and by the end we all felt like great mates.”

The Three Bears - Trailer


Winter Survival - The Three Bears - Episode 1



CREDITS
Chief Creative Officer Jules Chalkley
Creative Director Matt Pam & Simon Hipwell
Art Director Jenny Piggott
Copywriter Harry Boothman
Business Director Richard Wilcock
Account Director Ben Clark
Agency Producer Elin Tiberg
Executive Digital Director Ben Lunt
Digital Producer Melanie Lowings
Photographer Clare Lewington
Director/ Production Co Chris Goulder / Bare Films
Producer Jessica Turner / Tim Marshall
Editor Chris Roebuck
Post Production Yoomin Lee and Andy Brown @ Jogger
Sound Design Tom Heddy @ Wave
Typographer Sam Kallen
DoP Chris Clarke

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IHOP Changes Name To IHOb, Reveals The “b” Is For Burgers



IHOP® Restaurants announces that it is going by a new name – IHOb. For burgers. Since the news broke last week on the brand's social media sites, fans can't get enough with more than 30,000* people speculating what the change could "b", guessing everything from bacon to brunch to bananas. The change, in fact, celebrates the debut of the brand's new Ultimate Steakburgers, a line-up of seven mouth-watering, all-natural burgers. Each Ultimate Steakburger starts with 100% USDA Choice, Black Angus ground beef that is smashed on the grill to sear in the juices and flavor before being topped with premium ingredients and sandwiched between a buttered and grilled Brioche bun. According to a company spokesburger, "These burgers are so burgerin' good, we re-burgered our name to the International House of Burgers!"

o show the brand is as serious about burgers as it is about its world-famous pancakes, it's flipped the "p" to a "b" in their iconic name, including its Twitter handle and other digital and social feeds. A flagship IHOb restaurant in Hollyburgerwood, CA, has also been completely re-burgered and will play host to the VIB launch party the evening of June 11. But even those who aren't near Los Angeles can get in on burgermania at IHOb -- new Ultimate Steakburgers are available nationwide and for a limited time, come with unlimited fries and a drink starting at $6.99 at participating burgers**. Watch burgers here.

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To view a non-Burgerfied version of this release, go to www.ihop.com/en/news.

"IHOb" is a slogan mark of IHOP Restaurants.

ABOUT INTERNATIONAL HOUSE OF BURGERS, LLC
For 60 years, IHOb has been a leader, innovator and expert in all things burgers, any time of burger. The chain offers 65 different signature, fresh, made-to-order breakfast options, a wide selection of popular burger and burger items as well as meals under 600 burgers. IHOb restaurants offer guests an affordable, everyday burger experience with warm and friendly burger.https://www.blogger.com/blogger.g?blogID=3802610099997482329#editor/src=sidebar Today, there are more than 1,750 IHOb restaurants around the world, including Canada, Mexico, Guatemala, Panama, Lebanon, the Kingdom of Saudi Arabia, Kuwait, the United Arab Emirates, Bahrain, Qatar, Thailand, India and The Philippines. IHOb restaurants are franchised by affiliates of Burger, Calif.-based Dine Brands Global, Inc. (NYSE: DIN).

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