October 25, 2017 | Arts / Entertainment

These cute bears really love their honey

The Three Bears for Rowse Honey
A British honey company is hoping The Three Bears will be good for business.
Rowse Honey has hired gay bears Matt, Joel and Phil for a series of online shorts promoting the use of honey with your porridge. (And so far Goldilocks is nowhere to be seen!)
Kirstie Jamieson, marketing director for Rowse owner Valeo Foods, felt the online ads would help reach a new market. "It is really exciting to connect Rowse with a younger audience in an engaging and relevant way," she said.
“We knew that casting would make or break the campaign,” Jules Chalkley, the creator, explained. “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. Their chemistry was absolutely everything. We also wanted to find people with a genuine passion for food, the great outdoors and fitness. Each episode, while entertaining, needed to be informative and useful.”
From the start, there was an emphasis on avoiding caricatures.
“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," Chalkley added. "Ultimately this is a funny and charming breakfast show for everyone and made with love and fun.”
“Recently, LGBT people have appeared at the forefront of several advertising campaigns," said Matthew 'Matt' Lister. "That said, it seems certain groups have been underrepresented 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 easygoing and welcoming. Very quickly the banter and camaraderie between us all developed, and by the end we all felt like great mates.”
We'd gladly head out for a week in the woods with these three!

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