This Honey Brand Reimagined 'The Three Bears' as a Cooking Show With Burly Gay Hosts

No sign of Goldilocks in BMB campaign


Once upon a time, there were three bears who lived in a house deep in the sun-dappled woods.

We’re talking about Matt, Joel and Phil. You’ll notice pretty much immediately that they’re not axially bears—well, not in the ursine sense They’re burly, hirsute gay men—slang term: bears—starring in agency BMB’s cheekily unconventional content play for Britain’s Rowse Honey.

In the most famous version of the classic fairytale, a wee lass named Goldilocks wanders into the home of a papa, mama and baby bear, sampling each one’s bowl of porridge to see which suits her taste.

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