British honey company Rowse Honey has signed three burly gay bears as advocates for their brand

The gay trio – Matt, Joel and Phil – is starring in an online cooking show encouraging people to eat honey on porridge. And Goldilocks is nowhere to be seen.

Jules Chalkley, creative director of BMB, which produced the clip told AdWeek: “We wanted to find the ultimate advocates for porridge and honey.”

“We knew that casting would make or break the campaign,” he said. “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.”

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He also said it was also essential to start from a position of absolute respect. “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.”

One of bears, Matthew Lister, adds: “Recently, LGBT people have appeared at the forefront of several advertising campaigns. 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.”

Here’s the trailer:

The first episode:

And the second:

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