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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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Hershey’s has always warmed hearts. Now through the “Heartwarming the World” campaign, the Hershey’s brand is on a mission, melting boundaries and dissolving distances--all to create a better, sweeter world.


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Credits: 


Hershey’s Team:
Chief Marketing Officer: Jill Baskin
Senior Director: Ian Norton
Sr. Brand Manager: Kriston Ohm

Digital Content and Strategy: Ryan Riess
Brand Manager: Clark Boyer

Agency: Dentsu Aegis Network’s Sidebar
Executive Creative Directors: Dave Reger, Michael Straznickas
Creative Directors: Pam Mufson
Associate Creative Directors: June Lee
Senior Copywriter: Casey Stern
Senior Art Director: Stacy Randolph
Experience Designer: Sheila Schook
Designer: JoJo Uhila
Director of Content Production: Steve Ross
Producer: Christen James
Director of Digital Production: Lisa Zitella
Director of Technology: Reed Roussel
Digital Producer: Matt Swieca
Executive Music Producer: Jarrett Mason
Talent Supervisor: Jamika Logan
Director of Business Affairs: Joann Baker
Business Manager: Alica Townsend
Group Strategy Director: Anna Conroy
Senior Strategist: Lee Boshes
Strategist: Kelly Dittrich
Community Manager: Lauren Hurlburt
Director of Marketing Science: Dan O’Connell
Marketing Science Associate: Denise Nguyen
Group Managing Account Director: Betsy Ross
Account Director: Elizabeth Sandoval
Account Director: Kate Pinelli
Account Executive: Sari Bernfield
Assistant Account: Executive: Meghan Harris

Post Production: Framestore
Head of Production: Raven Sia 
VFX Producer: Darci Dunnagan
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Post Production: Music Playground
Arrangers: Jeff Richardi & Jason Payne 
Creative Director: James Panepinto
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Executive Producer: Eric Kaye 

Post Production: Another Country
Sound Designer/Mixer - David Gerbosi
Audio Assistant - Logan Vines
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Media agency: UM


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