Bears, porridge and honey... Oh my!
FOOD SPECIAL: QUEEN AND COUNTRY & THE THREE BEARS
A new major advertising campaign to get more people enjoying honey on their porridge has taken inspiration from a classic fairytale but ditched Goldilocks and reimagined The Three Bears as a trio of burly and sexy gay men. Q&C goes deep into the woods to meet this modern grizzly family, leaving us all wanting honey, honey, honey.
If you go down to the woods today you're sure of a big surprise, as Q&C knows only too well. And now a new advertising campaign to encourage more people to put honey on their porridge has updated one of the world's most famous fairytales with a gay twist. The result is a series of web-based cookery short films, The Three Bears, with bigger, grizzlier and infinitely more fabulous bears than Goldilocks ever got to meet.
Matt, Joel and Phil are three gay guys who quite happily and easily fit into the category of 'bear', a term often used to describe large, husky and hirsute gay men.
In the show, The Three Bears live together in a rustic wooden lodge deep in the countryside. Each episode sees them create a delicious new porridge recipe using Rowse honey and follows their hilarious antics along the way. They warm their underpants on the stove, are quite partial to a spontaneous bear-hug or two, and love nothing more than riding their tandem bicycle together.
The campaign, by leading ad agency BMB, launches with three online episodes and a 60 second teaser trailer, supported by widespread social media activity, and a Stylist magazine front-cover wrap.
Matthew Lister, a champion slalom canoeist and model, 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.”
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.”
Talking about the representation of gay 'bears' in the campaign, Chalkley added: "It was important to find the characters that would make it feel authentic and genuine, who we could trust to accurately represent the gay bear community.
"We cast and wrote very carefully, taking advice from people within the community, and encouraged the cast to co-write the scripts and be their genuine selves. Ultimately this is a funny and charming breakfast show for everyone and made with love and fun."