Cossette got people of all ages buzzing about Honey Nut Cheerios thanks to “Bring Back the Bees.” Unfortunately, attention had dwindled following the initial campaign that educated Canadians on the reality of the declining bee population. After several years of using traditional media, the brand turned the page for a creative way to connect with kids and parents. It partnered with beloved Canadian author Paulette Bourgeois and illustrator Josée Bisaillon to create a branded storybook about the bee-saving adventures of Bella and Jack. The team negotiated printing rights with Kids Can Press and partnered with Indigo, Chapters and Coles to distribute the book within 91 stores. The campaign was promoted with a book and media tour, as well as via brand integration on TV. The book was a success, with 100,000 purchased in stores.