British honey brand Rowse has stuck upon an exceedingly clever marketing plan using three gay ‘bears’ to advertise its product.

The company have launched an online cookery show aimed at encouraging people to pour lashings of sticky honey over everything. Well, specifically, porridge.

https://www.youtube.com/watch?v=KSZJ8yH_u2Q

“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,” Jules Chalkley, creative director of BMB, the agency which produced the video. “Ultimately this is a funny and charming breakfast show for everyone and made with love and fun.”

‘Papa’ Bear is played by Phil, a robust Rowse fan from back in the day. ‘Middle’ Bear is played by Joel who loves chopping wooding, climbing and other manly wilderness pursuits. Oh, and porridge, of course.

Lastly, ‘Baby’ Bear is played by ex-Olympic canoeist Matt Lister who describes himself as a “fitness fanatic” who never skips breakfast. Which of course, is a bowl of porridge.

Say hello to #TheThreeBears of @rowsehoneyuk ??? I’m so proud to have been a part of this campaign, stepping up and representing the LGBT+ community, in a mini series that is already going viral globally! Such a wonderful team to work with alongside my fellow bears @muchtoobutch and @joelgorf. With added bonus of OMG LOOK THEY LET US BE OURSELVES!! ? I even managed to sneak in a ‘yaaas’ and I think a couple of ‘oh honeys’ made it too ?? give it a watch. Who knows, we may even be back with a netflix series!

A post shared by Athlete | Model | Writer (@mrmattlister) on Oct 25, 2017 at 2:10am PDT

You can see more of the guys’ unBearably cute antics on the Rowse’s Youtube page.