Consumers are buzzing about a British honey companyβs new ad campaign that puts a delightfully queer twist on the childrenβs classic Goldilocks and the Three Bears.
Rowse Honeyβs βThe Three Bearsβ reimagines the fairy tale characters as a trio of hirsute gay men. The first of three commercials in the series, which debuted Monday and can be viewed above, is essentially a short-form cooking show, following the guys as they prep a blueberry compote for their morning porridge. (The clip also offers a cheeky way for customers to keep their undergarments toasty on winter days.)
βThe Three Bears,β which was produced by the London-based BMB Agency, allows Rowse Honey to follow in the footsteps of Campbellβs Soup, Chobani Yogurt and Hersheyβs Kisses, all of which have produced inclusive campaigns that highlight queer people in recent years. Unlike those efforts, however, the series focuses on an oft-overlooked subset of the LGBTQ community.
βThe gay community is so vibrant and diverse,β one of the campaignβs stars, Matthew Lister, said in an email. βThat said, it seems certain groups have been underrepresented in the media, which is why I jumped at the opportunity to feature in βThe Three Bears.ββ
The production process, Lister added, βreminded 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.β
The owners of Rowse Honey say theyβre pleased with the clipβs reception thus far. Calling the characters βthe original porridge ambassadors,β Valeo Foods UKβs Marketing Director Kirstie Jamieson told HuffPost, βWe couldnβt think of anyone better than the βThree Bearsβ to entertain and encourage people to enjoy the natural wonders of Rowse Honey with their morning bowl of porridge.β
Watch the trailer for the full βThree Bearsβ series below.
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